Starbucks shares tumbled nearly 16% following a disappointing fiscal second-quarter earnings report, with the stock down about 35% over the past year.* The coffee giant faced challenges in its two largest markets, the U.S. and China, which together host over 60% of its global locations. In the U.S., store traffic declined and in China, aggressive promotions failed to sustainably boost customer visits amid macroeconomic pressures and intense competition.
Performance of Starbucks Corporation´s stock over 5 years. Source: tradingview.com
To combat these setbacks, Starbucks unveiled a turnaround strategy focused on improving service speed in the U.S. through new equipment and AI technology, and expanding its menu offerings. In China, the company plans to continue its expansion, particularly in lower-tier cities, and enhance its digital capabilities. Despite these efforts, the competitive landscape, especially in China where rivals like Luckin Coffee and Yum China are aggressively expanding, poses significant challenges.
With a forward P/E ratio at one of its lowest points, the question arises whether this is a good time for investors to buy the dip. Given the current challenges and competitive pressures, potential investors might consider waiting for more tangible signs of recovery, particularly in the Chinese market, before taking the plunge. [1]
* Past performance is no guarantee of future results.
[1] Forward-looking statements are based on assumptions and current expectations, which may be inaccurate, or based on the current economic environment which is subject to change. Such statements are not guaranteeing of future performance. They involve risks and other uncertainties which are difficult to predict. Results could differ materially from those expressed or implied in any forward-looking statements.
