彭博推送 | 我与星巴克的故事-II
文章由 Jingyi 人工翻译。
01 译文 Kyndra Russell，星巴克北美首席市场官，说到公司市场目标是 18-54 岁客户。“星巴克并不做小孩市场”公司对外宣称。还有件事情，星巴克对儿童权力及商业原则方面的贡献，和 Unicef，Save the Children，以及联合国全球联合会（United Nations Global Compact）一起制定了标准。这些标准包括，关于“保证出售给小孩的产品足够安全”的工作，以及“限制不适合小孩的产品的出售”的工作。
星巴克说到，他们并未分享 18 岁以下客群的比例，但是，菜单确实越来越适合 Z 世代。冷饮，通常都是年轻客户喜欢的，依据星巴克数据，占据供应链 70% 的饮料销售额，至少持续了 3 年。“客户越年轻，饮品越冰”，首席市场官 Brady Brewer 说到，2022 年更大的行业趋势，现在是国际部主管了。
随着冷饮侧的竞争，最近几年进入白热化。星巴克已经面临了更激烈的净值。Boba tea cafes 推红了街边、转角小店，汉堡店，例如 Jack in the Box 开发奶油夹心面包，以及养成式的品牌例如 Celsius 功能饮料，是 CVS 热卖商品，以及 Target（容纳超过 1700 星巴克门店）。这是为何星巴克最近的商品越来越远：颜色明亮的功能饮料，冰熔岩奶油抹茶牛奶，波霸珍珠奶茶。
culty 养成的
getting more frilly and far-o ut 越来越远
同时，星巴克挣扎着吸引成年人，这些人主要购买 6 美刀的拿铁。随着星巴克试图安抚激进投资者，引导和工人联合的谈判，联合抵制某些已知立场，关于中东问题，以及复苏其在中国的业务。针对忙碌的成年人，这些人喝 6 美刀拿铁即可，星巴克似乎无法快速服务到，惯例时间是 20 分钟等待时间。8月的时候，面临总统销售额下降，这种情况非常少见，只在两个时期发生过，就最近 30 年而言，一是 2008 年金融危机，以及最近的疫情时期 —— 公司驱逐了最近的 CEO 支持了 Brian Niccol ，这个人从 Chipotle Mexican Grill Inc，以及 Taco Bell 担任重要职位。
appease an activist investor 安抚激进的投资者
Niccol 现在面临挑战了，几十年来跟随着星巴克策略：勾勒公司将来，海滩，露天烤肉香气，一家拥有各> 种饮品的店，是那种吵闹的青少年放学后能聚集的地方，还不用和父母太分开。很多事情，取决于他如何驾驭局面。即便星巴克股价上升了，随着 Niccol 的工作，星巴克股票几乎今年没怎么变，从 10 月 7 日开始，同时，标普 500 上扬了 19%。9月的时候，这人上任第二天，Niccol 出列了计划，回忆 Schultz 早些时候的工作，包括高质量，手工气泡，这都促使客户胡驻足停留。“一切都从咖啡开始。”新老板告诉员工，在内部论坛上，依据彭博商周的草稿显示。但是，Niccol 也是将“快”带回公司的人，在 Chipotle> ，他把“快餐”换成了休闲快餐，在 Taco Bell，他把多力多滋变成了超大的玉米饼壳。“我并未说，不出售其他饮料。是的，我们会推出其他商品。”他加到，“我们可能会计算出，其他饮料要出售多少”。
kaleidoscopic万花筒的千变万化的，瞬息万变的
rowdy teens 吵闹的青少年
Plenty is riding on how he navigates that. 很多情况取决于，他如何驾驭局面。
02 原文 Kyndra Russell, Starbucks’ North American chief marketing officer, says the company’s marketing targets 18- to 54-year-olds. “Starbucks does not market to children,” the company said in a statement. It also pointed to its commitment to the Children’s Rights and Business Principles, standards created with Unicef, Save the Children and the United Nations Global Compact. Those standards include a commitment to “ensuring that products ... to which children may be exposed are safe” and “restricting access to products ... that are not suitable for children.”
Starbucks said it doesn’t share what percentage of its sales are attributable to customers under 18, but the menu is increasingly catering to Gen Z. Cold drinks, which are generally favored by younger customers, according to Starbucks, have consistently accounted for about 70% of the chain’s beverage sales for at least the last three years. “The younger you go, the colder the beverage,” then-Chief Marketing Officer Brady Brewer said in 2022 of the larger industry trend (he’s now the company’s head of international).
As the cold-beverage arms race has heated up in recent years, Starbucks has faced increased competition. Boba tea cafes populate strip malls and city corners, burger spots like Jack in the Box peddle iced churro Creamaccinos, and culty brands including Celsius energy drinks are all the rage at CVS and Target (the latter of which also houses more than 1,700 in-store Starbucks cafes). All that is probably why Starbucks’ newest offerings are only getting more frilly and far-out: brightly colored sparkling energy drinks, iced lavender cream oat milk matcha, neon concoctions with boba-tea-inspired pearls.
Meanwhile, Starbucks is struggling to attract adults who are balking at $6 lattes. That’s as it tries to appease an activist investor, conduct contract negotiations with unionized workers, quell boycotts about its perceived stance in the Middle East and revive its business in China. And for those busy grown-ups who are just fine with $6 lattes, the company can’t seem to serve them up fast enough, with instances of 20-plus-minute wait times. In August, met with an overall decline in sales—a situation so rare it’s only happened during two periods in the past 30 years, during the 2008 financial crisis and the pandemic—the company ousted its latest CEO in favor of Brian Niccol, who’s turned around Chipotle Mexican Grill Inc. and Taco Bell in recent years.
Niccol is now faced with the challenge that has dogged Starbucks for decades: mapping out its future as both an oasis filled with the aromas of Veranda blonde roast and a one-stop shop for kaleidoscopic liquid fun, a place where rowdy teens can gather after school without alienating the grown-ups. Plenty is riding on how he navigates that. Even as Starbucks’ stock surged with Niccol’s appointment, the company’s shares were almost unchanged this year through Oct. 7, while the S&P 500 index climbed more than 19%. In September, on his second day on the job, Niccol outlined a plan reminiscent of Schultz’s early days, which includes high-quality, handcrafted brew served in an atmosphere that encourages guests to linger as they once did. “It all starts with coffee,” the new boss told employees in an internal forum, according to a transcript seen by Bloomberg Businessweek. But Niccol is also the guy who put the “fast” back in fast-casual at Chipotle and transformed Doritos into supersize taco shells at Taco Bell. “I’m not saying we’re not going to sell other drinks, OK. We will,” he added. “We’ll probably have to figure out what is the appropriate amount of other drinks.”
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