Part 2/11:
Starbucks is responding to declining sales—specifically, a 6% drop in North American sales—by pivoting its strategy, a move that could fundamentally reshape the coffee giant and the experience it offers.
Tracing the Evolution of Coffee Culture
To understand why Starbucks finds itself at this crossroads, we need to explore the history of coffee culture, which has unfolded in three key waves.
Wave 1: Convenience and Mass Production
The first wave emphasized making coffee a household staple—quick, accessible, and standardized. Think of soldiers or pantry shelves filled with instant coffee. It was all about convenience, with little regard for nuances or rituals.