Starbucks has been a symbol of American coffee culture for years, but today it must fight for customer loyalty. The company's share in the US market dropped from 52%. up to 48 percent At the same time, coffee competition is developing dynamically – from Dunkin' to new drive-thru chains and Chinese brands.
See also: Starbucks is changing its strategy. Cafes are disappearing from the streets of the largest cities
As the Associated Press notes, changing consumer habits make it difficult for the Starbucks brand to maintain its leadership position in a mature industry. The company's situation is even more difficult because Americans drink coffee more often than ever.
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According to data cited by the Associated Press, as many as 66 percent Americans declare their daily consumption. Coffee consumption resulted in an increase in the number of chain cafes by 19%. within six years.
Americans are drinking more and more coffee, but they are choosing Starbucks less and less
Starbucks itself has influenced its market position in the last year by changing its business strategy. The company has already closed 400 cafes nationwide, including 42 in New York, losing its leadership position to Dunkin'. Similar decisions were made in Los Angeles, Chicago and San Francisco.
The chain analyzes the results of 18,000 premises and closes those that do not meet expectations. The new strategy involves opening smaller, better-suited cafes, mainly in the suburbs.
See also: Buy something or say goodbye. The coffee chain is radically changing the rules
At the same time, new players such as Scooter's Coffee and 7 Brew are quickly gaining market share by offering convenience and innovation. Even McDonald's and Taco Bell are expanding their drink offerings, and Chinese chains are attracting customers with promotions.
“People haven't stopped loving Starbucks, but they are now 'polyamorous' in their coffee choices. Customers are trying new types of coffee and seeing what the market has to offer,” explains Chris Kayes, an expert from George Washington University, quoted by the Associated Press.
In 2025, Starbucks also decided to limit its menu, which the competition took advantage of. Dutch Bros and Luckin Coffee attract customers with promotions and innovative drinks, and the average price of coffee at Starbucks is higher than that of its rivals. The company focuses on improving service and new formats of premises, but experts emphasize that this may not be enough.
