With Traffic Down, Starbucks Launching TV Campaign
The traffic dropoff came after a price increase in July. Starbucks says that it will slightly rein in the number of store openings in the current fiscal year because of the soft economy. The company also says its field managers will spend more time in stores, that it will provide additional training to baristas, and that it is offering consumers customized Starbucks cards through its Web site.
Without mentioning rivals McDonald's and Dunkin' Donuts by name, chairman Howard Schultz says consumers over time will not be satisfied with a "commoditized experience or flavor." They will trade up to the company that built the industry.