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When a brand like Starbucks announces it’s cutting 30% of its menu, closing stores, and putting baristas back at the center of the experience, it’s more than an operations update.
It’s a signal.
A signal that consumer expectations have shifted, and brands that want to grow need to get laser-focused on what actually drives recruitment, habit creation, and long-term value.
Starbucks is refocusing on three critical business drivers:
Efficiency. Human connection. Quality.
Not more choices. Not more automation. But a more reliable, faster, and more emotionally resonant path to loyalty. They’re betting on what matters most to their customers — a great cup of coffee delivered with less friction and more care.
For brands, it raises a few big questions:
Because when your core base feels ignored, no amount of menu innovation or digital upgrades can fix the churn. Continuously re-recruiting your most valuable consumers may be the most underrated growth move you can make.
The Starbucks pivot also reinforces a bigger truth across industries. Brands that simplify complexity, double down on what matters, and deliver experiences that feel personal will be the ones that win.
At Foresight, we help teams get clarity on which consumer growth levers matter most and how to use them at the right time, with the right message, for the right consumer.
Want to talk through your consumer growth strategy or evaluate where to prioritize next? Let’s connect.
Best,
Lucia Madero
Read the articles I drew from:
https://www.businessinsider.com/starbucks-ceo-brian-niccol-repeat-chipotle-strategy-2025-9
https://www.reuters.com/business/starbucks-close-some-stores-part-restructuring-plan-2025-09-25/