Starbucks will invest many millions of dollars to return to the warmth of coffee and human contact in its stores. The North American food group acknowledges that it needs to win back the customers who drifted away and keep them coming back to its establishments.
The group's strategy is based on the principle that those who sit in stores end up consuming over time. In other words, the goal is to create a welcoming environment that encourages customers to stay longer, which naturally leads to more sales.
This investment comes at a time when the company is facing challenges in customer loyalty. Starbucks believes that by recovering the essence of its original concept — a space for socializing and comfort — it can reverse the situation and once again attract people to its stores.
