Part 9/13:
Despite their efforts, Starbucks' revenue woes worsened. The company aggressively cut costs—reducing store aesthetics, limiting seating, and prioritizing drive-thru staffing—aiming to maximize profits from each customer. Prices were increased to levels that strained customer loyalty, and the once-loyal base grew restless. The company’s focus on squeezing margins meant sacrificing the warm, inviting atmosphere that distinguished it from fast-food rivals or independent coffee shops.