Lifestyle
Why Starbucks is losing sales, and what it's doing about it
Starbucks has hired a new CEO to turn around sales declines.
Matt Rourke/AP
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Matt Rourke/AP
You know things are rough at Starbucks when the company drops bad news preemptively, which it did last week to get ahead of Wednesday’s deadline to report earnings.
Sales in the U.S. have fallen for months, down 6% in the latest quarter compared to a year earlier, making it the worst quarter since the pandemic-era shutdowns. The number of purchases dropped 10%.
The chain’s new CEO is now ordering up a change: a plan he’s calling “Back to Starbucks,” evoking a time when Starbucks was simpler, cheaper, cozier, cooler — and thriving.
“We need to fundamentally change our recent strategy,” CEO Brian Niccol says in a video address about two months into the job. He mentioned plans to “simplify our overly complex menu,” adding: “We must re-establish ourselves as the community coffeehouse.”

In the absence of more specifics, speculation is rampant online: Will cafes get plushy couches? Will Starbucks limit syrups, toppings and endlessly customizable drinks disparaged as “Frankendrinks”? Will it reopen its condiment bar, where people used to pour their own milk and sweeteners before the pandemic?
A company representative tells NPR the CEO’s plans are still shaping up. Some details might emerge on Wednesday, as Niccol takes investors’ questions for the first time.
Too fancy to be basic, too basic to be fancy
Two women with paper coffee cups chat at a table near an airy, new Starbucks in the upscale Washington suburb of Bethesda, Md. Closer inspection reveals the cups to be from another cafe a block away.
“We’re just here for the sun,” says one of the women, Tamar King. “This is a park.”
In fact, this Starbucks is swarmed by rivals: This busy downtown stretch counts 11 coffee spots within a two-block radius. That includes the usual suspects Dunkin’ and Panera, the trendy options Tatte Bakery and Ceremony Coffee Roasters, and even another Starbucks. This kind of competition didn’t use to threaten the coffee giant, but it’s grown intensely.
In a video address, new Starbucks CEO Brian Niccol says the chain’s strategy needs to “fundamentally change.”
NPR Screenshot/Starbucks CEO video address
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NPR Screenshot/Starbucks CEO video address
Plus, there’s another battlefront. The company that got America hooked on coffee now competes not only against other cafes, but also against all the fancy coffee makers people have at home or work.
That means Starbucks is stuck in the middle: Too fancy to be basic, too basic to be fancy.
“I used to go [to Starbucks] every day for years,” King says. What changed? “The office where I work has a fantastic coffee machine. Fantastic.”
Niccol talks about Starbucks losing occasional customers. But once-loyal visitors are also on the line.
“We loved it so much for years,” says Lisa Janofsky, who came by the Bethesda Starbucks with her husband Jerry to cash in on his rewards card: a free venti skim latte as a gift for his birthday.
They used to go to Starbucks daily. But now they gravitate to gourmet coffee shops when they want the “community feel” and superior coffee flavor. The daily lattes get made at home, they estimate, for about $1 a cup.
“We have a nice machine at home that we use,” Jerry Janofsky says. “And my wife is a great barista, she makes designs for me.”
On the wish list: better beans, cheaper drinks, latte art
Lisa Janofsky says she’d visit more often, if Starbucks beans tasted less burnt, size options included a short latte with just one shot of espresso, and if baristas did latte art.
The prospect of baristas making designs on top of the milk foam is hard to imagine at the pace of Starbucks, especially during the morning rush. Mobile orders often pile up, stores get crowded, workers overwhelmed.
“We need to address staffing in our stores, remove bottlenecks and simplify things for our baristas,” Niccol, the new CEO, says. “We need to refine mobile order and pay, so it doesn’t overwhelm the café experience.”
Starbucks is betting big on Niccol, literally. The coffee company lured him from Chipotle, which he’s credited with rebooting after a series of foodborne-illness outbreaks. At the coffee giant, he could earn one of the biggest paychecks in the industry — more than $100 million — if he succeeds in turning it around.
His challenges are many.
Several shoppers in Bethesda bring up their disappointment that Starbucks is still fighting its unionized shops. The chain has lost its footing in China. It’s facing boycotts in the Middle East and Asia over the company’s perceived support of Israel in its conflict with Gaza. One woman in Maryland says that’s why two dozen people she knows in the U.S. have also stopped visiting Starbucks.
And the biggest complaint by far?
“It’s way too expensive,” says Anjeli Smith, who regularly works from Starbucks cafes, and on this day met a friend over a pumpkin cream cold brew. “I mostly just use my gift cards for birthdays and graduation.”
Niccol will likely get asked about his pricing plans on Wednesday, when he speaks to investors. He’s spoken only in vague terms so far, pledging to “fix our pricing architecture and ensure that every customer feels Starbucks is worth it every single time they visit.”
Lifestyle
N.F.L. Style Will Never Beat N.B.A. Style
You want to see some real fashion ingenuity? Watch the N.F.L. draft.
I’m not saying it’s all good, but where else are you going to see someone in a double-breasted suit made by a company better known for making yoga pants? Or an Abercrombie & Fitch suit jacket so short that it exposes the belt loops on the pants beneath?
On the whole, the style on display at the N.F.L. draft last night was very overeager senior formal: a lot of suits in colors beyond basic blue. The quarterback Ty Simpson wore a custom suit by the athleisure label Alo, which, I have to say, looked better than I would have envisioned had you said the words “Alo Yoga suit” to me.
I thought it might have been from Suitsupply, but the conspicuous “Alo” pin on his right lapel put that idea to rest. Simpson, smartly, unfastened that beacon before appearing onstage as the 13th pick to the Los Angeles Rams. He had, perhaps, satisfied his contractual obligations by that point.
Earlier in the evening, as the wide receiver Carnell Tate threw up his arms in exaltation after being picked fourth by the Tennessee Titans, his cropped Abercrombie & Fitch jacket revealed a swatch of rib cage. He looked like a mâitre d’ who had just hit the Mega Millions.
During the N.B.A.’s extended fashion awakening, its draft has become a sandbox for luxury brands to cozy up to would-be endorsers. The Frenchman Victor Wembanyama broke a kind of cashmere ceiling when he wore Louis Vuitton to go first overall in the 2023 N.B.A. draft.
The N.F.L. draft has none of that. The brands you see are often not brands at all, but custom tailors that reach the league’s neophytes through a whisper network among players. The draft is also a platform to raise the curtain on longer-term brand deals that better suit these rookies. We may, for instance, never see Simpson in a suit again. Nearly every photo from his time at Alabama shows him in a T-shirt or hoodie. It makes sense for him to sign with Alo.
Football is the most mainstream of American cultural entities. And it’s one that still hasn’t, in spite of the league’s best efforts, taken off overseas. Few players, save some quarterbacks and a tight end who happens to be engaged to a pop star, feel bigger than the game itself. If you’re a new-to-the-league linebacker, you’ll most likely never harness the star power to grab the attention of Armani, but you might have just the right pull for Abercrombie.
The N.F.L. draft is therefore one of the few red carpets where the brands worn by the athletes may also be worn by those watching at home. How many people watching the Oscars will ever own clothes from Louis Vuitton or Chanel? People may comment online about Lady Gaga wearing Matières Fécales to the Grammys, but how many of those fans and viewers could afford to buy clothes from it?
The Japanese designers changing fashion
Yesterday, I published a deep dive into how a newish crop of Japanese designers are soaking up all the attention in men’s fashion right now. This was a piece I was writing in my head long before I sat down and finally started typing. I remember sitting at a fashion show in Paris over a year ago — I believe it was Dior — and being asked by my seatmate if I’d made it over to a showroom in the Marais to check out A.Presse. That Tokyo-based brand is now part of a vanguard of Japanese labels that, on many days, seems to be all anyone in fashion wants to talk about. I spent months talking with designers, store owners and big-time shoppers to make sense of why these brands have kicked up so much buzz and, more than that, what makes their clothes so great. You can read the story here.
Other things worth knowing about:
Lifestyle
How to have the best Sunday in L.A., according to Tig Notaro
Thirty years ago, comedian and actor Tig Notaro didn’t have a clear direction in life, so she followed some childhood friends who wanted to get into entertainment to Los Angeles. Secretly wanting to do stand-up, Notaro decided to try her luck at various outlets in town, which became the start of her successful career.
“I stayed on my friends’ couch near the Hollywood Improv on Melrose, and a couple months later, got my own studio apartment in the Miracle Mile area,” Notaro says. “I love all the options for everything in L.A. — the entertainment, the restaurants. I like to stay active. So many people love the hiking options in Los Angeles, and I’m one of them.”
In Sunday Funday, L.A. people give us a play-by-play of their ideal Sunday around town. Find ideas and inspiration on where to go, what to eat and how to enjoy life on the weekends.
Notaro appears in Season 3 of Apple TV’s “The Morning Show” and is a series regular on Paramount+’s “Star Trek: Starfleet Academy,” as she was on “Star Trek: Discovery.” She’s also a touring stand-up comic and hosts “Handsome,” a comedy podcast, with Fortune Feimster and Mae Martin. The trio will be taping a live show May 4 at the Wiltern with the cast of Netflix’s “The Hunting Wives.” The live shows include interviews, but also “incorporate some ridiculous things,” she says. For example, upon hearing that some of the hosts always wanted to learn to tap dance, Notaro “hired a tap instructor to come to our live show in Austin and teach us how to tap dance in front of the audience.”
Notaro lives near Hollywood with her wife, actor Stephanie Allynne, their 9-year-old fraternal twin boys, Max and Finn, and three cats, Fluff, Linus and Skip. When she’s not touring, her ideal Sundays include sampling vegan restaurants, wandering through bookstores or museums, and doing something physically active with the family.
This interview has been lightly edited and condensed for length and clarity.
6 a.m.: Up with the kids
Because we have active children, we still wake up at 6 a.m. or 6:30 a.m. on Sunday, but there’s not as much of a rush to get going. Stephanie and I will often have coffee and chat in the living room together. I love that part of the day. Stephanie may cook breakfast, but Max and Finn are pretty self-sufficient and can make certain little meals for themselves. Max is really starting to take an interest in cooking, so he’d make breakfast for himself. Our family is vegan, but he eats eggs, so he makes himself an egg sandwich with avocado a lot of times.
9 a.m.: Daily morning walk
After breakfast, we usually have a morning walk around our neighborhood. That’s a daily thing I like to do, regardless of what’s going on. Now that I’m not touring as much, tennis is back on the schedule. So I’d go to Plummer Park in West Hollywood and play for a while, then join the family for lunch.
11:30 a.m.: Hike with a side of chickpea sandwich
I love Trails, a cafe in Griffith Park, where you can eat outdoors. It serves simple food, and has good vegan options. I usually get their chickpea salad sandwich. The food there is great. Afterward, we’d visit Griffith Observatory, where there’s lots to see. There are lots of great trails in the park, so we’d go for an hour hike before leaving.
3 p.m.: Browse the shelves for rock biographies
Bookstores are fun, so we’d head downtown for the Last Bookstore, which is in a historic building with lots of vintage books. I really love all things plant-based, and I’m a very big music fanatic. So I love to look for vegan books, nutrition books, rock biographies and autobiographies. It’s just fun to browse around the stacks.
If we didn’t go to the bookstore, we’d probably go to LACMA. Our sons are huge fans of art and want to go for each new exhibit. They love Hockney, Basquiat and Picasso, to name a few.
4 p.m.: Cuddle with cuties at a cat cafe
We’d then make a quick stop at [Crumbs & Whiskers], a kitten and cat cafe on Melrose for coffee, snacks and to pet the cats. It’s best to make reservations in advance. There’s cats all around the place that need to be adopted. You can visit and pet them, or find a new roommate. I’d love to take some home, but we already have three.
5:30 p.m. Italian or sushi, but make it vegan
We’re an early dinner family. One restaurant we like is Pura Vita in West Hollywood. It’s the greatest vegan Italian food, and for non-vegans, nobody ever knows the difference. It’s the first 100% plant-based Italian restaurant in the United States. They make an incredible kale salad and I love the San Gennaro pizza. It’s got cashew mozzarella, tomato sauce, Italian sausage crumble and more.
Then there’s Planta in Marina del Rey. It’s right on the harbor and you can sit outside and look at the boats coming in and out. They have sushi, salads and other plant-based entrees. They’ve got a really great spicy tuna roll that’s made out of watermelon. They are magicians.
Or there’s Crossroads Kitchen in West Hollywood. They play the best classic rock, and the atmosphere is upscale, fine dining. The appetizers that we always get are called Moroccan Cigars, which are vegan meat substitutes fried in a rolled batter. I really like the grilled lion’s mane steak, their mushroom steak with truffle potatoes, or the scallopini Milanese, that has a chicken or tofu option. I get the chicken with arugula on top. I always love to have a decaf espresso with dessert, which is either a brownie sundae or banana pudding.
7:30 p.m.: Comfort watch or word games
After dinner, the kids often like to watch an episode of “Friends,” a show that all ages enjoy, sports or “The Simpsons.” Or we’d play a game where each of us will add a word to a sentence and create a weird or funny long sentence until one of our sons says period. Then they’ll try and remember the whole sentence and repeat it back.
9:30 p.m.: Bubble bath then bed
The boys usually go to bed at 8:30 p.m. and bedtime for us is 9:30 p.m. Stephanie and I would read or chat. I like to take a bubble bath, if people must know. The best Sundays for me mean finding a good balance of relaxing and being active. I feel very lucky that my family and I can do those things together.
Lifestyle
It Started with a Midnight Swim and a Kiss Under the Stars
When Marian Sherry Lurio and Jonathan Buffington Nguyen met at a mutual friend’s wedding at Higgins Lake, Mich., in July 2022, both felt an immediate chemistry. As the evening progressed, they sat on the shore of the lake in Adirondack chairs under the stars, where they had their first kiss before joining others for a midnight plunge.
The two learned that the following weekend Ms. Lurio planned to attend a wedding in Philadelphia, where Mr. Nguyen lives, and before they had even exchanged numbers, they already had a first date on the books.
“I have a vivid memory of after we first met,” Mr. Nguyen said, “just feeling like I really better not screw this up.”
Before long, they were commuting between Philadelphia and New York City, where Ms. Lurio lives, spending weekends and the odd remote work days in one another’s apartments in Philadelphia and Manhattan. Within the first six months of dating, Mr. Nguyen joined Ms. Lurio’s family for Thanksgiving in Villanova, Pa., and, the following month, she met his family in Beavercreek, Ohio, at a surprise birthday party for Mr. Nguyen’s mother.
Ms. Lurio, 32, who grew up in Merion Station outside Philadelphia, works in investor relations administration at Flexpoint Ford, a private equity firm. She graduated from Dartmouth College with a bachelor’s degree in history and psychology.
Mr. Nguyen, also 32, was born in Knoxville, Tenn., and raised in Beavercreek, Ohio, from the age of 7. He graduated from Haverford College with a bachelor’s degree in political science and is now a director at Doyle Real Estate Advisors in Philadelphia.
Their long-distance relationship continued for the next few years. There were dates in Manhattan, vacations and beach trips to the Jersey Shore. They attended sporting events and discovered their shared appreciation of the 2003 film, “Love Actually.”
One evening, Mr. Nguyen recalled looking around Ms. Lurio’s small New York studio — strewed with clothes and the takeout meal they had ordered — and feeling “so comfortable and safe.” “I knew that this was something different than just sort of a fling,” he said.
It was an open question when they would move in together. In 2024, Ms. Lurio began the process of moving into Mr. Nguyen’s home in Philadelphia — even bringing her cat, Scott — but her plans changed midway when an opportunity arose to expand her role with her current employer.
Mr. Nguyen was on board with her decision. “It almost feels like stolen valor to call it ‘long distance,’ because it’s so easy from Philadelphia to New York,” Mr. Nguyen said. “The joke is, it’s easier to get to Philly from New York than to get to some parts of Brooklyn from Manhattan, right?”
In January 2025, Mr. Nguyen visited Ms. Lurio in New York with more up his sleeve than spending the weekend. Together they had discussed marriage and bespoke rings, but when Mr. Nguyen left Ms. Lurio and an unfinished cheese plate at the bar of the Chelsea Hotel that Friday evening, she had no idea what was coming next.
“I remember texting Jonathan,” Ms. Lurio said, bewildered: “‘You didn’t go toward the bathroom!’” When a Lobby Bar server came and asked her to come outside, Ms. Lurio still didn’t realize what was happening until she was standing in the hallway, where Mr. Nguyen stood recreating a key moment from the film “Love Actually,” in which one character silently professes his love for another in writing by flashing a series of cue cards. There, in the storied Chelsea Hotel hallway still festooned with Christmas decorations, Mr. Nguyen shared his last card that said, “Will you marry me?”
They wed on April 11 in front of 200 guests at the Pump House, a covered space on the banks of Philadelphia’s Schuylkill River. Mr. Nguyen’s sister, the Rev. Elizabeth Nguyen, who is ordained through the Unitarian Universalist Association, officiated.
Although formal attire was suggested, Ms. Lurio said that the ceremony was “pretty casual.” She and Jonathan got ready together, and their families served as their wedding parties.
“I said I wanted a five-minute wedding,” Ms. Lurio recalled, though the ceremony ended up lasting a little longer than that. During the ceremony, Ms. Nguyen read a homily and jokingly added that guests should not ask the bride and groom about their living arrangements, which will remain separate for the foreseeable future.
While watching Ms. Lurio walk down the aisle, flanked by her parents, Mr. Nguyen said he remembered feeling at once grounded in the moment and also a sense of dazed joy: “Like, is this real? I felt very lucky in that moment — and also just excited for the party to start!”
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