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0据 CNN Business 报道，星巴克计划在北美关闭约 400 家门店，占其全球门店总数的约 1%。此次关店是首席执行官布莱恩·尼科尔（Brian Niccol）主导的 10 亿美元重组计划的一部分，旨在改善公司低迷的销售和盈利状况。
关店背后的原因包括：来自小型连锁和主打得来速门店的竞争加剧、疫情后消费者远离城市中心的趋势，以及顾客，尤其是年收入低于 10 万美元的消费者，对高价的抱怨。
为应对困境，尼科尔试图通过翻新门店和调整店内政策，将星巴克重新定位为介于家庭与工作之间的“第三空间”。分析人士认为，尽管短期内会面临挑战和员工的不满，但这些举措最终将推动星巴克的转型与复苏。
The single source provided is an article from CNN Business detailing the reasons behind Starbucks’ decision to close approximately 400 stores in North America, which represents about one percent of its global locations. The closures are part of a larger $1 billion restructuring plan led by CEO Brian Niccol, aimed at improving the company’s struggling sales and bottom line. Factors driving these closings include increased competition from smaller and drive-thru focused chains, consumer shifts away from urban centers post-pandemic, and customer complaints about high prices, particularly among those making less than $100,000 annually. Niccol is attempting to reposition Starbucks as the “third place” between home and work by renovating stores and adjusting in-store policies, initiatives that analysts believe will eventually lead to a turnaround despite initial challenges and worker complaints.
Key Points Summary:
- Store Closures: Starbucks plans to close about 400 stores in North America, roughly 1% of its global total, as part of a major restructuring.
- $1 Billion Plan: The closures are part of a $1 billion restructuring initiative led by CEO Brian Niccol to revive weak sales and profits.
- Reasons:
Rising competition from smaller and drive-thru-focused coffee chains.
Post-pandemic consumer shift away from urban centers.
Complaints about high prices, especially among middle-income customers. - Strategy: Niccol aims to reposition Starbucks as the “third place” between home and work through store renovations and policy changes.
- Outlook: Analysts expect the plan to drive a long-term turnaround, though short-term challenges and worker dissatisfaction remain.
