The chart above showcases Purchase Intent mention growth in the last quarter and is heavily tilted to in-person store visits. This trajectory makes sense. (Starbucks U.S. same store sales fell 9% YoY last quarter vs. Dunkin’ same store sales +1% YoY).
At first glance, that chart appears alarming for SBUX. But that’s why it’s important to understand the entire picture. Two key elements come into play:
- Digital Presence
- Average Ticket Size
Starbucks has robust omnichannel offerings. Not only are consumers flocking to its app, the new stores noted above will consist of Drive-Thru and Starbucks Pickup locations.
LikeFolio data reveals Starbucks Drive-Thru and Pick-up mentions specifically are pacing +14% QoQ.
In addition, Starbucks has proven to be really good at getting loyal customers to ante up. Even though comparable global transactions decreased 23% last quarter
, this weakness was partially offset by a 17% increase in average ticket size
We’re monitoring these digital mentions for continued adoption.