Starbucks earnings disappoint as U.S. boycott, ‘cautious’ China weaken sales (2024)

In this article

A Starbucks coffee cup sits on a table at one of the coffee chain's locations in Miami, Florida, on June 11, 2021.

Joe Raedle | Getty Images News | Getty Images

Starbucks on Tuesday reported quarterly earnings and revenue that missed Wall Street's expectations as both domestic and international sales fell short of estimates.

CEO Laxman Narasimhan said on the company's conference call that the chain faced "headwinds," including a boycott in the U.S. and increased discounting by rivals in China. The company lowered its full-year revenue outlook as a result.

Shares initially fell in extended trading but recovered, rising about 3%.

Here's what the company reported for its fiscal first quarter compared to what Wall Street was expecting, based on a survey of analysts by LSEG, formerly known as Refinitiv:

  • Earnings per share: 90 cents, adjusted vs. 93 cents expected.
  • Revenue: $9.43 billion vs. $9.59 billion expected.

The coffee giant reported fiscal first-quarter net income of $1.02 billion, or 90 cents per share, up from $855.2 million, or 74 cents per share, a year earlier.

Excluding restructuring costs and other items, Starbucks earned 90 cents per share.

Net salesrose 8% to $9.43 billion. Global same-store sales increased 5%, falling short of StreetAccount estimates of 7.2%.

In North America, same-store sales also rose 5%, driven largely by customers spending more on their drinks and food.

But Narasimhan said U.S. traffic lagged, starting in mid-November. He cited what he called "misperceptions" about the company's position on the Israel-Hamas war, and said the decline in sales largely came from customers who only visited occasionally.

The controversy kicked off when Starbucks Workers United, which represents hundreds of the chain's unionized cafes, posted in support of Palestinians, leading to backlash from conservatives. Starbucks sought to distance itself from the tweet, which the union deleted, and sued Workers United for trademark infringement.

Narasimhan also wrote a letter to workers in December, condemning misinformation and seeking to extricate Starbucks from the controversy.

The chain's most loyal customers have stood by Starbucks, Narasimhan said. Starbucks is seeking to bring back other customers by targeting them with promotions through its loyalty program and new Valentine's Day drinks.

Starbucks' fiscal first quarter also encompasses the all-important holiday season. The chain usually nets billions of dollars in gift card sales, plus higher traffic fueled by its seasonal drink offerings and thirsty shoppers. Narasimhan said consumers loaded $3.6 billion onto gift cards this quarter, breaking the chain's record.

Outside of Starbucks' home market, the coffee chain reported international same-store sales growth of 7%, missing expectations of 13.2%. Narasimhan said sales at locations in the Middle East also fell due to the war.

China, the company's second-largest market, reported same-store sales growth of 10%. However, the average ticket at its Chinese stores fell 9%. Chinese consumers are "more cautious," according to Narasimhan.

The chain has seen increased competition from lower-priced rivals such as Luckin Coffee, which have won over consumers as China's economic recovery continues to lag.

Starbucks executives said the challenges it faced this quarter are "transitory," but damaging enough that the company revised its full-year sales outlook. Chief Financial Officer Rachel Ruggeri also said January's sales have been softer than expected.

For fiscal 2024, the company now anticipates revenue growth of 7% to 10%, down from its prior forecast of 10% to 12%. Starbucks also lowered its global same-store sales outlook to a range of 4% to 6%, from its previous range of 5% to 7%.

The company reiterated its full-year forecast of earnings per share growth of 15% to 20%.

Starbucks earnings disappoint as U.S. boycott, ‘cautious’ China weaken sales (2024)

FAQs

How has Starbucks been affected by the boycott? ›

Ultimately, it's evident that Starbucks felt the impact of the boycott, as evidenced by share price decline since mid-November, falling by about 9 percent, resulting in a market cap reduction of around $11 billion although it's important to note that other factors may have contributed to this decline.

What are the problems faced by Starbucks in China? ›

Chinese consumers are struggling coming out of the pandemic lockdowns, and the company is seeing a lot of competition from rivals offering cheaper options. Starbucks is used to winning in whatever markets it enters, but despite being in the Chinese market for about 25 years, it is seeing pressure from local upstarts.

Have Starbucks sales gone down? ›

Revenue was $8.6 billion for the most recent quarter, missing analysts' expectations of $9.1 billion. Same-store sales declined 4%, trailing analysts' expectations of a 1% increase. The decline was more steep in China, where same-store sales fell 11%.

How is Starbucks doing financially in 2024? ›

Looking ahead, the company trimmed its 2024 revenue growth guidance to the low single digits, down from its earlier forecast of 7% to 10%. It sees global and U.S. same-store sales growth ranging from low single digits to flat, below its prior projection of 4% to 6%.

How much money has Starbucks lost from boycott? ›

Synopsis. Starbucks Corporation, hit by an $11 billion value loss, faces severe repercussions after a solidarity tweet sparked global boycotts.

What is Starbucks main issue? ›

Starbucks faces several challenges in the next decade. Evolving consumer preferences, sustainability concerns, and increased competition in the coffee industry are among the key hurdles.

What are the negative impacts of Starbucks? ›

1.6 million trees are harvested every year for all of those single-use cups. Since these cups are lined with plastic, they are not really recyclable ─ only four U.S. cities even accept Starbucks paper cups for recycling. Most Starbucks paper cups (even those accepted for recycling) end up in the trash.

Who is Starbucks biggest competitor in China? ›

A Chinese coffee chain called Luckin Coffee recently overtook Starbucks in China, beating the international coffee chain in sales in the second quarter of 2023, the Wall Street Journal reported on Sunday. Founded in Beijing in 2017, Luckin Coffee has staged a dramatic turn-around.

How important is the Chinese market to Starbucks? ›

With the rapid development of China's economy, people's quality of life and consumption level continues to improve, creating a coffee market with massive potential for growth. For Starbucks, China has now become its fastest-growing and largest overseas market.

Why Starbucks is falling? ›

Shares of Starbucks fell 15% to their lowest in nearly two years on Wednesday, after the coffee chain cut annual forecasts on persistent weak demand from inflation-weary U.S. customers and a slower-than-expected economic recovery in China.

Why is Starbucks so low? ›

NASDAQ: SBUX

Customer traffic declined in the U.S. market and average spending fell in Starbucks' other big market, China. Management doesn't see a quick end to these challenges, either.

Why is Starbucks running out of stuff? ›

Starbucks Calls the Shortages Temporary

The coffee chain is hardly unique in having supply-chain issues during the pandemic. Grocery stores, restaurants and retailers have struggled to meet demand, partly because of constrained supplies and sometimes because the pandemic has made forecasting demand a challenge.

How much does the average Starbucks owner make a year? ›

The estimated total pay range for a Owner at Starbucks is $57K–$107K per year, which includes base salary and additional pay. The average Owner base salary at Starbucks is $76K per year. The average additional pay is $0 per year, which could include cash bonus, stock, commission, profit sharing or tips.

What is Starbucks' financial condition? ›

04/30/24. Q2 Consolidated Net Revenues Down 2% to $8.6 Billion, Driven by a Complex Operating Environment. Q2 GAAP and Non-GAAP EPS of $0.68; Long-Term Strategy Remains Intact. Q2 Active U.S. Starbucks® Rewards Membership Totals 32.8 Million, Up 6% Over Prior Year.

What is the future of Starbucks in China? ›

Starbucks CEO Laxman Narasimhan spoke with CNBC's Jim Cramer on Thursday after the coffee giant reported its fourth-quarter earnings that beat Wall Street expectations. Narasimhan detailed the company's expansion in China, saying it aims to grow to 9,000 stores in the country by the end of 2025.

What impact does Starbucks have? ›

Starbucks uses more than 8,000 paper cups a minute, which adds up to more than four billion a year. 1.6 million trees are harvested every year for all of those single-use cups.

How has Starbucks been affected by globalization? ›

The globalization of intellectual property rights has helped Starbucks to protect itself internationally, where competitors in China have ripped off its name and practices, and has also affected how Starbucks does business, as in purchasing trademarked coffee from Ethiopia.

Where was Starbucks unsuccessful? ›

The Fallen Empire in Australia

By failing to recognize the prevailing trends in the Australian market, within eight years of operation, Starbucks needed to close 61 of its 87 stores, and a total of $105 million incurred losses.

How much money has McDonald's lost since the boycott? ›

McDonald's is one of many Western franchises that is being targeted by a boycott campaign over their support for the Israeli Occupation Forces (IOF). Mar. 15, 2024 8:51 p.m.

Top Articles
Latest Posts
Article information

Author: Jonah Leffler

Last Updated:

Views: 5943

Rating: 4.4 / 5 (65 voted)

Reviews: 88% of readers found this page helpful

Author information

Name: Jonah Leffler

Birthday: 1997-10-27

Address: 8987 Kieth Ports, Luettgenland, CT 54657-9808

Phone: +2611128251586

Job: Mining Supervisor

Hobby: Worldbuilding, Electronics, Amateur radio, Skiing, Cycling, Jogging, Taxidermy

Introduction: My name is Jonah Leffler, I am a determined, faithful, outstanding, inexpensive, cheerful, determined, smiling person who loves writing and wants to share my knowledge and understanding with you.