Starbucks' Turnaround Strategy Sparks 95th-Ranked Trading Activity as Shares Dip 1.19% Despite $910M Volume Surge

Starbucks (SBUX) closed 2025年8月14日 with a 1.19% decline to $92.89, despite a 49.65% surge in trading volume to $0.91 billion, ranking 95th in market activity. The stock’s recent performance follows strategic shifts under CEO Brian Niccol, who introduced "Green Apron Service," aiming to reduce order-to-drink times to four minutes and enhance in-store customer interactions. Niccol emphasized prioritizing staffing levels and traditional store formats over transactional models, including phasing out mobile order-and-pickup locations by 2026. The initiative seeks to restore the brand’s "human connection" amid six consecutive quarters of declining U.S. same-store sales.

Financial results for the quarter ending June 29 showed $9.46 billion in revenue, exceeding estimates, though same-store sales dropped 2%. Niccol announced plans to invest over $500 million in U.S. labor hours by summer 2025, signaling a focus on operational efficiency and employee retention. The company also introduced new dress codes and menu innovations, such as protein-infused cold foam, to differentiate its offerings. Analysts noted mixed reactions, with some upgrading the stock based on visibility into the turnaround plan, while others highlighted ongoing challenges in reversing sales declines.

The strategy of buying the top 500 stocks by daily trading volume and holding them for one day from 2022 to now delivered moderate returns. The 1-day return was 0.98%, with a total return of 31.52% over 365 days. This indicates the strategy captured some short-term momentum but also reflected market volatility and potential timing risks.