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Starbucks attacks the outer zone to target millennials

Published: 2026-04-23 Author: World Gafei

Last Updated: 2026/04/23, Professional baristas please follow the coffee workshop (official Wechat account cafe_style) there are signs that the coffee chain boom has peaked after years of expansion, because not only Starbucks revenue and profits fell last quarter, doughnut brand Dunkin Donuts, which has a large number of coffee fans, is facing a decline in customer traffic, even Costa, the British coffee chain.

For professional baristas, please follow the coffee workshop (Wechat official account cafe_style)

There are signs that the coffee chain boom has peaked after years of expansion, as not only Starbucks' revenue and profits fell last quarter, doughnut brand Dunkin Donuts, which has a large number of coffee fans, is facing a decline in customer traffic, but even Costa Coffee, the British coffee chain, has seen its revenue growth stagnate.

However, experts point out that the coffee market has not actually shrunk, but has entered the "third wave of coffee", which is different from the first wave of instant coffee, and the second wave of chain coffee shops that attach importance to the re-roasting of coffee beans. nowadays, consumers' preference for drinking coffee has become more meticulous, willing to spend more money to pursue higher quality "boutique coffee" and innovative taste.

Fortunately, Starbucks can seize another growth opportunity, that is, millennials like to drink coffee out. According to the latest research by the Lianbo Foundation, 48% of 18-to 24-year-olds have drunk coffee in recent days, although the percentage is lower than 58% of older consumers, but more than 40% of them choose to drink coffee outside, more than mature age groups. This is the reason for the accelerated growth of coffee consumption.

Starbucks also announced on the 2nd that it will sell its tea brand Tazo to Unilever for $384 million to focus on Teavana tea stores. Unilever pointed out that Taishu Tea's appeal for millennials has a perfect strategic fit with the lineup of American brands.

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