Leveraging Consumer Edge Data to Understand Starbucks Sales Misses
SBUX recently reported 2025 Q2 same-store sales (SSS) growth down -2%, roughly in-line with Consumer Edge (CE) Implied Reported Growth of -1.3% and below consensus of -0.2%. The company also reported North America sales of +1.5%, in line with CE Implied Reported Growth of +1.9% and below consensus of +2.9%.
As part of Starbucks‘ turnaround strategy, the company is reducing discount-driven promotions to boost ticket growth, which increased 3% in Q2. However, Consumer Edge Cohort data reveals potential risks in this approach as spend growth among the lowest-income customers slowed from calendar Q4 2024 to Q1 2025, while spending among all other income cohorts accelerated during the same period. This divergence suggests Starbucks’ discount reduction may disproportionately impact price-sensitive customers at a time when the company needs broad consumer support for its recovery plan.
Leverage Consumer Edge data to see how SBUX’s recovery plans impact different customer cohorts in the months ahead.
About the Authors
Harsh Masher is an Insights Analyst for the CEIC.
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