2024-11-03 07:31:00
Margaux Fodéré
08h31, 03 November 2024
Accused of supporting Israel after the October 7 attack, the brand was penalized by a boycott for several months. This has not helped the affairs of the brand which is going through a deeper crisis.
It’s an emblematic brand of the 2010s that is doing worse and worse: Starbucks is hitting hard one after another. Sales at America’s most famous coffee shop continue to decline. Its turnover fell by more than 3% in the fourth quarter. The brand is seeking at all costs to turn things around after months of crisis, but the bet is not won in advance.
The story of a series of failed turns
When Starbucks arrived in continental Europe in 2001, the brand was almost alone in the coffee shop segment. A few years later, other brands like McCafé identified the potential and flooded the market. More and more independent roasters are also getting started. And Starbucks may have anticipated that wrongly.
Another difficulty: the brand’s high prices. In the meantime, inflation has driven away a number of customers, explains Thomas Graffagnino, trade expert at Sia Partners. “Starbucks has always been about Premium hot drinks and inevitably, in a period of inflation, the French, and overall in all countries, we have this feeling of being careful about spending”.
Accused of supporting Israel after the October 7 attack, the brand was also penalized by a boycott for several months. Since then, Starbucks has changed management and the brand intends to relaunch itself, in particular by returning to certain fundamentals. Starting with the return of a tradition: that of writing customers’ first names on their cups, a marker of the customer experience.
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**Interview with Margaux Fodéré on the Upcoming Train Strikes**
**Interviewer:** Good morning, Margaux. Thanks for joining us today. I understand that there’s a significant situation developing this weekend regarding train services. Can you tell us more about what’s happening?
**Margaux Fodéré:** Good morning! Yes, unfortunately, we’re looking at a strike by train controllers, which will greatly affect services this weekend. Only about two-thirds of the trains are expected to operate.
**Interviewer:** That sounds quite challenging for travelers. What are the reasons behind this strike, and what are the main concerns of the controllers?
**Margaux Fodéré:** The controllers are striking primarily over issues related to working conditions and pay. They’ve expressed concerns about long hours and the increased pressure they’ve been under in recent months. Their demands focus on better compensation and improved work-life balance.
**Interviewer:** In terms of how this will affect travelers, what should people expect if they plan to travel over the weekend?
**Margaux Fodéré:** Travelers should prepare for significant disruptions. With only two-thirds of trains running, there will be delays and cancellations. It’s crucial for passengers to check the schedules ahead of time and consider alternative travel arrangements if possible.
**Interviewer:** What steps are the rail companies taking to address this situation?
**Margaux Fodéré:** The rail companies are in talks with the controllers, attempting to negotiate a solution. However, as of now, there hasn’t been a resolution, and the strike seems likely to proceed as planned.
**Interviewer:** Lastly, do you think this strike could lead to broader implications for the rail service in the future?
**Margaux Fodéré:** Absolutely. If the issues at hand are not addressed, we might see more strikes in the future. This situation highlights ongoing issues in the industry that need to be tackled seriously to ensure both the workers and the travelers feel supported.
**Interviewer:** Thank you, Margaux, for shedding light on this pressing situation. We appreciate your insights.
**Margaux Fodéré:** Thank you for having me!
