Starbucks Says it's Seen a Significant Uptick in Afternoon Traffic – CoffeeTalk

Starbucks is experiencing significant growth in afternoon traffic, according to recent data. The company has noted an increase in customer visits to its U.S. stores after 2 p.m., particularly between the hours of 3 p.m. and 5 p.m. This trend is crucial as CEO Brian Niccol implements a turnaround strategy aimed at driving more consistent traffic outside of the traditional morning coffee rush. Erin Silvoy, senior vice president of global marketing and channel development, emphasized that this growth reflects customers seeking breaks or refreshments later in the day, indicating an expansion in the reasons people visit Starbucks.

In a fiscal 2025 report, Starbucks projected that sales generated after 11 a.m. in the U.S. would reach $11 billion. A major catalyst for this change is the success of its Refreshers platform, which has become the company’s second-best-selling beverage line after espresso. These shifts suggest that Niccol’s turnaround efforts are starting to pay off, as evidenced by the chain’s recent quarterly earnings that exceeded expectations, contributing to a 21% rise in shares year-to-date.

Niccol has identified the afternoon as a vital growth area for the brand, acknowledging that Starbucks has historically lagged behind its fast-food and beverage competitors during this time. In a January earnings call, he remarked on the “tremendous upside” in enhancing afternoon offerings, advocating for a range of beverages aligned with customer preferences for midday refreshment.

The competitive landscape for afternoon consumers is intensifying, with rivals like Dutch Bros focusing on energy drinks and cold beverages, while Dunkin’ is innovating its menu to attract the post-lunch crowd. Analysts at TD Cowen predict that Starbucks’ success in this segment will depend on menu innovation, targeted marketing, and the implementation of digital menu boards, which will enhance customer engagement during afternoon hours. The firm has recently upgraded Starbucks’ stock rating and raised the price target, signaling positive investor sentiment.

These latest traffic trends indicate that Starbucks’ strategy to establish itself as a viable all-day beverage and food destination is starting to resonate with both customers and investors, creating new opportunities for market growth.

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