How Starbucks Devalued Its Own Brand.

Starbucks has been facing challenges with declining sales and a loss of its brand identity. The company has prioritized efficiency and volume over providing exceptional customer experiences, leading to a commoditization of its brand. The article suggests that Starbucks should refocus on the in-person experience by bringing back elements that made it successful, such as comfortable seating and handwritten orders. The loyalty program should also be redesigned to offer unique experiences rather than free drinks. Additionally, Starbucks should cater to different customer groups, separating mobile and drive-through orders from on-premise experiences. The article emphasizes the need for strong leadership and a passion for creating meaningful experiences to revive the brand. [Extracted from the article]