Starbucks is looking for it rekindle consumer interest by collaborating with Disney for a limited-edition Minnie Mouse collection.
The 24 ounce stainless steel cooling cup priced at $45features a satin red metallic base, white polka dots and Minnie's face. In addition to the cold cup, Starbucks also offers one $50 Minnie Mouse Steel Travel Tumbler, which bears a striking resemblance to Stanley's popular Quenchers.
This move comes at a time when Starbucks is struggling sales growth slows And increasing competition. While the nostalgic connection to Disney might raise eyebrows, it is probably won't appeal The underlying challenges The Brand is just around the corner.
Starbucks' new CEO, Brian Niccol, has praised To return the company to his roots by focusing on it Speed and simplicity. Niccol did committed close Coffee in less than four minutes, Reduce the menu to make ordering more efficient, and Removing the surcharge for dairy-free milk alternatives. However, whether these steps can stimulate growth and Weather The broader economic constraints – like for example inflation And rising food prices – remains uncertain.
Starbucks' Red Cup Day in November, during which the company gave out gifts reusable red cupsAccording to analytics firm Placeri.ai, , saw a 42.4% increase in foot traffic compared to previous months. This success, along with current menu additions New espresso options and vegan-friendly falafel wraps could help the company compete in the current market.Values wars.”
But in 2024, Starbucks failed to attract consumers in both the U.S. and China, its second-largest market. The company announced this in December triple parental leave for baristas who work at least 20 hours per week. Meanwhile, Starbucks has been hiring in China first-ever Chief Growth Officer The company wants to work with entertainment brands to attract customers who flock to chains like Luckin' Coffee.
Collaboration with Minnie Mouse might attract some traffic, but like McDonald's”Collector's Cup” Promotion that customers saw Resell the mugs for up to $100 On third-party sites like eBay, Starbucks' boost could be short-lived. The company needs more than just innovations to truly master its current challenges.
This story originally appeared on Quartz, our sister site, on January 7.
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