Starbucks is looking to revival of consumer interest by teaming up with Disney for a limited edition Minnie Mouse themed collection.
The 24-ounce stainless steel cooler, priced at $45featuring a satin red metallic base, white polka dots, and Minnie's face. Along with the cold cup, Starbucks also offers a $50 Minnie Mouse Steel Travel Tumbler, which is very similar to Stanley's popular Quenchers.
This move comes as Starbucks gets involved slowing sales growth and rising competition. Although the nostalgic connection with Disney may create some excitement, yes unlike dealing the fundamental challenges the there is a logo against it.
The new CEO of Starbucks, Brian Niccol, has vowed to bring back the company two roots by focusing on it speed and simplicity. Nicole has enthusiastic to do coffee in less than four minutes, cutting down on the menu to make order more efficient, and remove the increment for non-dairy milk options. However, whether these measures can stimulate growth and weather the wider economic pressure – Such as inflation and rising food prices – still uncertain.
Starbucks Red Cup Day in November, when the company gave red reusable cupsan increase of 42.4% in foot traffic compared to previous months, according to analytics company Placeri.ai. This success, together with recent menu additions such as new espresso options and vegan-friendly falafel wraps, will help it compete in the ongoing series”value wars.”
But in 2024, the Starbucks was not short of attracting consumers both in the US and in China, its second largest market. In December, the company announced that it would triple her parental leave for baristas who work at least 20 hours a week. At the same time, in China, Starbucks hired his the first ever chief growth officer as it looks to collaborate with entertainment brands to attract customers who have flocked to chains like Luckin' Coffee.
A Minnie Mouse collaboration might draw some traffic, but as McDonald's “Collector's trophy” promotion, which customers saw resells the cups for up to $100 on third-party websites such as eBay, Starbucks' promotion may be short-lived. The company needs more than modern products to deal with the current challenges.
This story first appeared on Quartz, our sister site, on January 7.
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