Starbucks saw a significant 42% surge in customer visits during its annual Red Cup Day on November 14, signaling strong engagement with its popular holiday promotion. The event, which rewards customers with collectible festive cups for specific purchases, has become a signature part of the brand’s seasonal strategy. This year’s success follows a period of challenges, including inflation-driven spending cuts and competition from local coffee shops.

The company has been actively addressing consumer concerns under new CEO Brian Niccol, who recently eliminated extra charges for non-dairy milk and focused on simplifying in-store experiences. Starbucks has also ramped up its loyalty program and app promotions, aiming to attract a broader customer base.

With a solid start to the holiday season, Starbucks is leaning on traditions like Red Cup Day and improved store operations to rebuild its sales momentum and strengthen its connection with customers.

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