4월 8일, 미국 현지 시간에, 스타벅스 커피 컴퍼니의 회장兼CEO 케빈 존슨과 CFO 패트 그리스머가 주주들에게 개방적인 서한을 발표했습니다. 이전의 팬데믹으로 인한 성과의 정체로 중국 시장은 스타벅스의 주당순이익에 15에서 18센트의 부정적인 영향을 미쳤으며, 미국 시장의 영향도 있어 스타벅스는 원래 2020년 성과 기대치를 철회했습니다.
Starbucks withdraws its 2020 financial forecast, and more than 95% of stores in China open Picture source Website screenshot According to an open letter, in the first quarter, China was Starbucks ’most influential market, with same-store sales falling by about 50%. In February, Starbucks China's same-store sales fell 78%. Since then, it has gradually recovered. In the last week of March, same-store sales fell only 42%, while same-store sales fell 90% year-on-year when February sales were lowest. Throughout March, Starbucks' same-store sales in China fell 64% year-on-year. Under the influence of the new coronary pneumonia epidemic, Starbucks delayed its store opening plan in China. In late March, Starbucks opened two new stores, including the Shenzhen Starbucks Coffee Express ™ concept store. At present, Starbucks' business in China is gradually recovering, and more than 95% of its stores have resumed business. With the gradual recovery of the Chinese market, the proportion of shop orders compared to mobile phone orders is increasing. Starbucks expects that business will be fully restored in the next two quarters. Earlier, Starbucks expects revenue to grow 6% to 8% in fiscal 2020, and global same-store sales are expected to grow 3% to 4%. After withdrawing the disclosure of financial expectations, Starbucks shares fell 2%. As of now, Starbucks shares have fallen 15.58% this year. In the US market, the new crown epidemic occurred in March from attention to outbreak time. As of March 11, Starbucks' same-store sales in the United States showed an increase in the first quarter. Same store sales increased by 8% year-on-year, and same-store transaction volume increased by 4% year-on-year, the best results in the same period in four years. But from March 12, Starbucks America's performance began to be affected by the epidemic, and by the last week of March, Starbucks America's same-store sales fell more than 60%. Starbucks said in an open letter, "We are fully financially capable of meeting current challenges. We still believe that these special circumstances are temporary, and we expect Starbucks to emerge from this global crisis and be stronger than before."
