Starbucks Corporation (NASDAQ:SBUX) is included among the Billionaire Ken Fisher’s Top 11 Dividend Stock Picks.
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On May 28, CNBC reported that afternoon traffic is playing a larger role in Starbucks Corporation (NASDAQ:SBUX)’s growth. The company has moved forward with a key element of CEO Brian Niccol’s turnaround strategy. According to data shared exclusively with CNBC, more customers are visiting Starbucks stores in the US after 2 p.m. The strongest increase in traffic has been between 3 p.m. and 5 p.m. The data covers the 90-day period from Feb. 15 to May 16.
For Starbucks, the trend is encouraging. The company has been looking for ways to drive customer visits beyond the morning coffee rush, which has traditionally been its busiest time of day. A big part of Niccol’s plan has been to bring customers back more often and keep stores busy throughout the day.
That effort appears to be gaining traction. In a blog post published last month, Starbucks said sales generated after 11 a.m. totaled $11 billion in the US during fiscal 2025. One of the biggest contributors has been the company’s Refreshers platform. Executives said the beverage line is now Starbucks’ second-best-selling category, behind only espresso drinks.
The stronger afternoon performance is another sign that Niccol’s early turnaround initiatives may be starting to produce results. Starbucks recently delivered quarterly earnings that topped expectations, easing some investor concerns around customer traffic, pricing, and execution under the company’s new leadership. The chain also recorded traffic growth for the second quarter in a row, an indication that more customers are returning to its stores.
Starbucks Corporation (NASDAQ:SBUX) is a global roaster, marketer, and retailer of specialty coffee. Its North America segment includes the United States and Canada, while its International segment covers China, Japan, Asia Pacific, Europe, the Middle East and Africa, Latin America, and the Caribbean.
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