Starbucks is making a dramatic shift from discount-driven sales to a renewed focus on premium positioning. By bringing back in-store coffee rituals, enhancing customer engagement, and investing in high-quality ingredients, the brand hopes to reestablish itself as a leader in the coffee industry. While this strategy may impact short-term profits, Starbucks is playing the long game, betting that an enhanced brand experience will drive sustainable growth. Will this shift successfully differentiate Starbucks in a crowded market?
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