Starbucks sign hanging in window of busy location
Sean Cate
Sean Cate
May 17, 2024 ·  3 min read

Why Starbucks Is Losing Millions of Customers

Starbucks was once the epitome of coffee culture in cities across the world, but it’s now facing a crisis as millions of customers are looking elsewhere for their caffeine fix.1 The decline in customer base has prompted questions about the chain’s future strategy and if it has the ability to adapt to new and changing consumer preferences.

A Call for Change

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Former Starbucks CEO Howard Schultz once led the company for decades, but has recently made some scathing remarks about the chain’s current direction under CEO Laxman Narasimhan.2 Schultz remarked on the importance of focusing on the customer experience and the quality of coffee, rather than chasing gimmicks like boba and sugar-free options. There is a time and a place for making headway, but not at the cost of what brought the company success in the first place. He called for a “return to Starbucks’ roots”, and called out the leadership team to spend more time in stores and engage with their baristas.3

Read More: Is Decaf Coffee Safe to Drink? Advocacy Groups Highlights Additive Linked to Cancer

Customer Dissatisfaction

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One of the biggest grievances among Starbucks customers is the lengthy wait time for a cup of coffee. The chain isn’t exactly known for its low prices either, with a standard latte costing more than $6. Taking it all in together, customers are seeking alternatives. This dissatisfaction highlights a fundamental disconnect between Starbucks’ premium status and its actual value according to consumers.

A Shift Away from Starbucks

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The shift in consumer behavior caused by the pamdemic has certainly played a role in Starbucks’ decline. Many customers, like Chicago writer Natalia Nebel, have found better places for their caffeine, leaning more towards independent cafes with a more authentic atmosphere. The new rise of the home barista community, again fueled by online tutorials due tot he pandemic, and a desire for a more customized coffee experience, has further undercut Starbucks’ customer base.

Mobile Orders and Labor Issues

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Starbucks’ is also dealing with operational challenges, specifically delays in mobile orders and labor disputes, and they’ve contributed heavily to the decline in customer satisfaction.4 The company has relied on mobile ordering, which has now strained its ability to complete orders efficiently. If you have customized orders coming in one at a time every time, things are going to operationally slow down to match the wonky demand. Additionally, there are controversies regarding Starbucks’ labor practices, like disputes with employees and restrictions on attire, which have tarnished the brand’s image.

Read More: The More Coffee You Drink, The Longer You May Live, Based On Research

External Factors: Economic Volatility and Competition

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Economic volatility and increased competition have only added to Starbucks’ woes. With budget-conscious consumers cutting back on spending, Starbucks’ sales are definitely not seen as a need and have been getting cut back. There has also been a rise in competition from rival chains like Tim Horton’s and McDonald’s over the last few years, as well as geopolitical tensions in key markets like China and the Middle East that have only added pressure on Starbucks to regain its lost ground.

Navigating the Road Ahead

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Starbucks needs to work through its declining sales, shifting consumer preferences, and market uncertainties. The coffee chain’s losses is a wake-up call to reassess its strategy, reconnect with its core values, and reclaim its position as a leader in the global coffee industry.

Read More: One Drink You Should Not Order at McDonald’s, According to Employee


  1. Why Starbucks has lost millions of customers.” MSN. May 2024.
  2. Are Americans losing their taste for Starbucks? “The whole concept got old,” one customer said..” CBS News. Kate Gibson. May 7, 2024.
  3. Starbucks Admits It Is Struggling & Losing Customers in 2024.” Eat This. Zoe Strozewski. May 1, 2024
  4. Starbucks Loses Millions of Customers, and Price Isn’t the Problem.” Savvy Dime. Georgia. May 05, 2024