Starbucks, already experienced in closing and then gradually opening restaurants in China, has adopted a tactic that the brand management briefly describes as “monitoring and adapting.” All cafes in the U.S. and Canada are now closed to the public, with only pick-up and delivery services available. But gradually, focusing on the orders of the authorities in individual states, some establishments will open the possibility of ordering skillfully.
This will gradually begin the introduction of restaurants in full operation mode. Then, as the environment improves, and you get a permit to open, Starbucks establishments will be able to start operating without delay. According to the experience gained in China, the first to open establishments will be in regions where the situation with the coronavirus is the least severe. An individual decision will be made for each café, based on both the orders of the authorities in the region and the sentiment of the local community and the readiness of the individual location to start full-scale operation.
Closing of restaurants was planned for two weeks, but later it was extended until May 3. It is noted that in the last week of March alone, sales at Starbucks restaurants in the U.S. fell by 60-70%. It is expected that according to the results of the second quarter, which will be published on April 28, the company’s profit will be halved.
