Why do the 2030 generation currently flock to Starbucks? Starbucks, once a symbol of coffee culture, is losing popularity among young people.
A Starbucks employee posted a question on an online community, “Why do people go to Mega Coffee or Compose instead of Starbucks?” and over 700 comments were posted. The main reason the 2030 generation is turning away from Starbucks is said to be the taste compared to the price. There were many reviews saying that the espresso had a strong burnt taste compared to the expensive price, and there were also considerable complaints about the store environment. There were criticisms such as lack of seats, uncomfortable chairs, loud noises, and changes in the taste of drinks due to paper straws.
Starbucks is currently in an ambiguous position. Its taste and atmosphere are behind those of local cafes, and its cost-effectiveness and efficiency are behind those of low-priced coffee chains. Many people now say that Starbucks is a place to go only when the gift certificate expiration date is approaching.
Changing consumption patterns are also noticeable. The coffee culture of the 2030 generation is becoming more diverse, such as ordering Mega Coffee through a delivery app or enjoying a home cafe while working from home. The store manager also said that these days, there are many customers only when a new menu is released or the day before gift certificates expire. It seems that attention is focused on Starbucks’ future actions to see if it can capture the hearts of young consumers again.