{"id":231191,"date":"2024-10-26T18:36:00","date_gmt":"2024-10-26T18:36:00","guid":{"rendered":"https:\/\/bm.dev.synology.me\/?p=231191"},"modified":"2026-04-10T18:33:58","modified_gmt":"2026-04-10T18:33:58","slug":"mai-multe-crize-lovesc-gigantul-starbucks-noul-ceo-a-decis-sa-ia-fraiele-in-maini-si-sa-zguduie-meniul-si-chiar-sa-modifice-preturile","status":"publish","type":"post","link":"https:\/\/bm.dev.synology.me\/?p=231191","title":{"rendered":"Mai multe crize lovesc gigantul Starbucks. Noul CEO a decis s\u0103 ia fr\u00e2iele \u00een m\u00e2ini \u015fi s\u0103 zguduie meniul \u015fi chiar s\u0103 modifice pre\u0163urile"},"content":{"rendered":"

\nNoul director al Starbucks a promis s\u0103 simplifice \u201emeniul excesiv de complex\u201d al lan\u0163ului, \u00een \u00eencercarea de a atrage clien\u0163ii \u00eenapoi \u015fi a stimula v\u00e2nz\u0103rile \u00een sc\u0103dere, scrie BBC. Brian Niccol a subliniat c\u0103 firma trebuie s\u0103 fac\u0103 \u201eschimb\u0103ri fundamentale\u201d \u015fi a anun\u0163at o revizuire a pre\u0163urilor.<\/p>\n

\nDatele arat\u0103 c\u0103, pe fondul cre\u015fterii costului vie\u0163ii, clien\u0163ii Starbucks \u015fi-au redus cheltuielile, \u00een special \u00een China, unde bugetele sunt restr\u00e2nse. Niccol a recunoscut c\u0103 \u00een magazine sunt \u015fi probleme interne, precum lipsa de personal \u015fi cozile aglomerate.<\/div>\n
\nCompania a raportat o sc\u0103dere global\u0103 de 7% a v\u00e2nz\u0103rilor \u00eentre iulie \u015fi septembrie, iar \u00een China sc\u0103derea a fost mai abrupt\u0103, de 14%, pe fondul \u00eencetinirii economiei.<\/div>\n
\nDirectorul financiar Rachel Ruggeri a men\u0163ionat c\u0103, \u00een ciuda investi\u0163iilor mari, traficul clien\u0163ilor a continuat s\u0103 scad\u0103. Cu toate acestea, Niccol a subliniat nevoia de a reveni la esen\u0163a Starbucks: \u201eVom simplifica meniul, vom ajusta structura de pre\u0163uri \u015fi vom asigura fiec\u0103rui client o experien\u0163\u0103 de valoare.\u201d<\/div>\n
\n <\/div>\n
\nDe asemenea, a propus ajustarea op\u0163iunii de comand\u0103 \u015fi plat\u0103 mobil\u0103 pentru a reduce presiunea din cafenele. Managerul de fonduri Randeep Somel de la L&G a declarat c\u0103 un meniu mai simplu \u015fi accesibil ar putea accelera serviciul.Niccol, anterior director la Chipotle, a fost adus la Starbucks pentru a redresa afacerea, dar a fost criticat pentru naveta sa de aproape 1.600 km cu avionul privat, \u00een contradic\u0163ie cu pozi\u0163ia ecologic\u0103 a companiei. Starbucks va publica rezultatele financiare s\u0103pt\u0103m\u00e2na viitoare, dar ac\u0163iunile au sc\u0103zut deja cu 4%, iar compania \u015fi-a suspendat previziunile financiare din cauza situa\u0163iei actuale.<\/div>\n
\n <\/div>\n
\nFostul CEO, Laxman Narasimhan, \u00eencercase s\u0103 re\u00eemprosp\u0103teze meniul Starbucks prin ad\u0103ugarea unor produse noi, precum b\u0103uturi cu boba \u015fi un sandwich cu pesto, \u00eens\u0103 a p\u0103r\u0103sit compania dup\u0103 doar un an \u015fi jum\u0103tate. Starbucks se confrunt\u0103, de asemenea, cu proteste \u015fi apeluri la boicot pe re\u0163elele sociale, legate de conflictul Israel-Gaza \u015fi de tensiunile cu sindicatele din SUA. Un mesaj de solidaritate cu Palestina, postat de un sindicat al baristilor din SUA, a provocat reac\u0163ii \u00eempotriva companiei. Starbucks a declarat c\u0103 nu sus\u0163ine pozi\u0163ia sindicatului \u015fi c\u0103 dezaprob\u0103 \u201eviolen\u0163a din regiune.\u201d<\/div>\n
\n <\/div>\n
\n(traducere: Ioana Matei)<\/div>\n","protected":false},"excerpt":{"rendered":"

Noul director al Starbucks a promis s\u0103 simplifice \u201emeniul excesiv de complex\u201d al lan\u0163ului, \u00een \u00eencercarea de a atrage clien\u0163ii \u00eenapoi \u015fi a stimula v\u00e2nz\u0103rile \u00een sc\u0103dere, scrie BBC. Brian Niccol a subliniat c\u0103 firma trebuie s\u0103 fac\u0103 \u201eschimb\u0103ri fundamentale\u201d \u015fi a anun\u0163at o revizuire a pre\u0163urilor. Datele arat\u0103 c\u0103, pe fondul cre\u015fterii costului vie\u0163ii, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[510],"tags":[125,4126,182,9108,30016,210,6716,8327,8984],"class_list":["post-231191","post","type-post","status-publish","format-standard","hentry","category-actualitate","tag-ceo","tag-clienti","tag-criza","tag-decizie","tag-gigant","tag-lovire","tag-meniu","tag-scadere","tag-starbucks"],"_links":{"self":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/231191","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=231191"}],"version-history":[{"count":1,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/231191\/revisions"}],"predecessor-version":[{"id":231220,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=\/wp\/v2\/posts\/231191\/revisions\/231220"}],"wp:attachment":[{"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=231191"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=231191"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bm.dev.synology.me\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=231191"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}