Koh\u00ebt kur dukej se kishte nj\u00eb Starbucks n\u00eb \u00e7do cep po marrin fund. P\u00ebr vite me radh\u00eb, kompania u mb\u00ebshtet te zgjerimi i pandalsh\u00ebm n\u00eb qytete dhe periferi. Madje, n\u00eb vitin 2001, komediani Lewis Black tha me shaka se \u201cfundi i universit\u201d ishte n\u00eb Houston, Teksas, ku ai gjeti nj\u00eb Starbucks p\u00ebrball\u00eb nj\u00eb tjetri. Por q\u00eb at\u00ebher\u00eb, si universi, edhe Starbucks ka ndryshuar. M\u00eb shum\u00eb konkurrenc\u00eb, inflacioni dhe ndryshimet n\u00eb zakonet e konsumator\u00ebve kan\u00eb ndikuar negativisht te bilanci i kompanis\u00eb.<\/p>\n\n\n\n
Starbucks njoftoi t\u00eb enjten se do t\u00eb mbyll\u00eb 1% t\u00eb dyqaneve t\u00eb saj n\u00eb Amerik\u00ebn e Veriut k\u00ebt\u00eb muaj. Mbylljet,\u00a0 t\u00eb shoq\u00ebruara me pushimin nga puna t\u00eb 900 punonj\u00ebsve t\u00eb korporat\u00ebs \u2013 jan\u00eb pjes\u00eb e nj\u00eb plani ristrukturimi prej 1 miliard dollar\u00ebsh. Sipas CEO-s\u00eb Brian Niccol, dyqanet q\u00eb do t\u00eb mbyllen \u201cnuk i plot\u00ebsonin pritshm\u00ebrit\u00eb e klient\u00ebve dhe punonj\u00ebsve\u201d ose nuk po gjeneronin fitime. N\u00eb shifra absolute, mbyllja e rreth 400 dyqaneve duket e vog\u00ebl krahasuar me mbi 32,000 pika q\u00eb ka kompania n\u00eb mbar\u00eb bot\u00ebn. P\u00ebr m\u00eb tep\u00ebr, Starbucks planifikon t\u00eb hap\u00eb dyqane t\u00eb reja vitin e ardhsh\u00ebm. <\/p>\n\n\n\n
Megjithat\u00eb, fakti q\u00eb po tkurret pik\u00ebrisht tani \u00ebsht\u00eb nj\u00eb tregues i r\u00ebnd\u00ebsish\u00ebm p\u00ebr biznesin e saj. Sipas analistit RJ Hottovy nga Placer.ai, mbylljet lidhen kryesisht me largimin e konsumator\u00ebve nga qendrat urbane gjat\u00eb pandemis\u00eb s\u00eb Covid-19. Kompania po heq dor\u00eb nga qirat\u00eb n\u00eb zonat ku fluksi i klient\u00ebve ka r\u00ebn\u00eb ndjesh\u00ebm. Starbucks po p\u00ebrballet gjithashtu me konkurrenc\u00eb t\u00eb shtuar nga kafenet\u00eb e pavarura, zinxhir\u00eb n\u00eb rritje si Blank Street Coffee dhe Blue Bottle, si edhe kompanit\u00eb q\u00eb fokusohen te drive-thru si Dutch Bros. Nj\u00eb tjet\u00ebr sfid\u00eb jan\u00eb \u00e7mimet. <\/p>\n\n\n\n\n\n
M\u00eb shum\u00eb se 70% e konsumator\u00ebve than\u00eb n\u00eb nj\u00eb sondazh t\u00eb UBS se \u00e7mimet e larta jan\u00eb arsyeja kryesore pse planifikojn\u00eb t\u00eb vizitojn\u00eb m\u00eb rrall\u00eb Starbucks gjat\u00eb 12 muajve t\u00eb ardhsh\u00ebm. Nd\u00ebr klient\u00ebt m\u00eb t\u00eb pak\u00ebnaqur jan\u00eb ata me t\u00eb ardhura n\u00ebn 100,000 dollar\u00eb n\u00eb vit. \u201cProcesi i rim\u00ebk\u00ebmbjes \u00ebsht\u00eb b\u00ebr\u00eb edhe m\u00eb i v\u00ebshtir\u00eb p\u00ebr shkak t\u00eb pasiguris\u00eb makroekonomike dhe zgjerimit t\u00eb shpejt\u00eb t\u00eb konkurrent\u00ebve q\u00eb ofrojn\u00eb sh\u00ebrbime drive-thru,\u201d tha Hottovy.<\/p>\n\n\n\n
Pas viteve me v\u00ebshtir\u00ebsi dhe gabime strategjike, Starbucks po p\u00ebrpiqet t\u00eb rikthehet n\u00ebn drejtimin e Brian Niccol, i cili ka drejtuar m\u00eb par\u00eb me sukses Chipotle dhe Taco Bell. Shitjet n\u00eb dyqanet ekzistuese kan\u00eb r\u00ebn\u00eb p\u00ebr gjasht\u00eb tremujor\u00eb me radh\u00eb, nd\u00ebrsa aksionet e kompanis\u00eb jan\u00eb ulur me rreth 9% k\u00ebt\u00eb vit. Megjithat\u00eb, investitor\u00ebt kan\u00eb besim tek Niccol, i cili mori drejtimin e kompanis\u00eb n\u00eb shtator 2024 dhe vitin e kaluar p\u00ebrfitoi gati 100 milion\u00eb dollar\u00eb kompensim. Niccol synon t\u00eb rikthej\u00eb Starbucks si nj\u00eb \u201cvendi i tret\u00eb\u201d mes sht\u00ebpis\u00eb dhe pun\u00ebs. Ai ka pranuar se fokusi i tep\u00ebrt te porosit\u00eb mobile i kishte \u201chequr shpirtin\u201d mark\u00ebs. <\/p>\n\n\n\n
Deri tani, ai ka rikthyer tradit\u00ebn e barist\u00ebve q\u00eb shkruajn\u00eb me stilolapsa mbi gota, ka rihapur stacionet vet\u00ebsh\u00ebrbyese p\u00ebr qum\u00ebsht e sheqer, ka shkurtuar 30% t\u00eb menus\u00eb s\u00eb ushqimeve e pijeve, ka hequr politik\u00ebn e tualeteve t\u00eb hapura p\u00ebr klient\u00ebt jo-pagues dhe ka pushuar mbi 1,000 punonj\u00ebs korporate n\u00eb shkurt. Starbucks po tenton gjithashtu t\u00eb fitoj\u00eb s\u00ebrish klient\u00ebt q\u00eb duan t\u00eb ulen p\u00ebr nj\u00eb kafe. P\u00ebr k\u00ebt\u00eb, po rinovon 1,000 dyqane \u2013 rreth 10% e lokacioneve t\u00eb saj n\u00eb SHBA \u2013 duke shtuar karrige, divane, tavolina dhe priz\u00eb elektrike. <\/p>\n\n\n\n