Starbucks battles the ‘polyamorous’ era of coffee as customers experiment: ‘they’re seeing what’s out there’

Americans are drinking more coffee than they have in decades. But fewer of them are getting it from Starbucks.

The company that revolutionized the United States’ coffee culture remains America’s biggest player, with nearly 17,000 U.S. stores and plans to open hundreds more. But it’s facing unprecedented competition, which will make it harder to win back the customers it already lost.

Starbucks’ share of spending at all U.S. coffee shops fell in 2024 and 2025; it now stands at 48%...