Starbucks CEO says that the company is multiplied by protein options and gluten -free

Talk to Fast Company Innovation Festival On Tuesday, the 51 -year -old chief of coffee chain has set ambitious plans to “re -imagine all baked things” and create “much more craftsmen” food options that complement the company’s distinctive coffee offers.

“I think our food needs to match the craft of our coffee,” Nicole said, which indicates a basic shift in how Starbucks deals with the menu. The company is preparing to launch cold protein foam later this year and develop ways to “combine more protein with gluten -free options.”

Starbucks of protein reflects a wider manufacturing direction that does not show any signs of slowdown. High food food market It is expected to grow by $ 50.2 billion By 2028, According to the research company TechnavioPayed by increasing health awareness and popularity of fitness. Consumer attention to protein It increased, with protein increased on social media platforms by more than 10 % on an annual basis.

Starbucks New protein, cold foamWhich will contain 15-18 grams of protein, represents the company’s attempt to benefit from what has become one of the most popular drinks. Cold foam sales grew by 23 % on an annual basis, the company said During the third -quarter profit call in JulyWhich makes it a natural way to promote protein.

“I was watching people coming to our stores, they would get three shots of espresso on the ice,” Nicole He said Intuition. “In some cases, they withdraw their protein powder from their bag, or in other cases, they have a protein drink, such as a fair life, and they were in their drink.”

The batch of protein also corresponds to changing consumer habits that are driven by the upscale remedies such as OzemPIC and Wegovy. Nearly 18 million Americans are expected to take releases of GLP-1 drugs by 2029, Intuition I mentioned earlierCreate demand for high protein foods that help maintain muscle mass.

Starbucks’s commitment to expanding gluten -free options comes at a time when gluten -free global food market experiences explosive growth. The market remained about $ 7.4 billion in 2024, which is It is expected more than twice that15.4 billion dollars – thanks to 2032.

The trend extends beyond those who suffer from digestive disorders or gluten intolerance. In a recent survey, 11 % of the millennial generation and about a number of General Z A gluten -free diet has been reported, Although only 1 % of Americans Digestive disorders are diagnosed.

Balance of innovation with simplification

These existing innovations are part of Nicole’s “Return to Starbucks” initiativeWhich aims to restore the company’s identity as a community cafe while facing the operational challenges that afflicted the series. Since assuming the position of CEO in September 2024, Niccol has implemented comprehensive changes designed to improve customer experience and reflect its hanging sales.

luck Starbucks has already been reported to struggle with her Six -four -fourths of the same store sales themselves As of the last profit report. However, there are encouraging signs of progress. Starbucks recently recorded its best sales week for the company’s owned stores with the return of seasonal favorite like The Pumpkin Spice Latte, according to CNBC.

Includes Nicole Strategy Restore self-service spices, eliminating shipments for non-dairy milk alternatives, and investing $ 500-600 million in additional employment to improve service. The company also Renewing up to 1000 stores To create more welcome spaces with comfortable seats, ceramic cups and locally inspired design items.

While Starbucks simplify its list Reducing 30 % of the offers By the end of the year, he still tests new elements Through it “Start Five” program In selected locations before the start of the national employment, including the cold foam the protein mentioned above, the newly baked eclassan, and the layer fractures. The company hopes These movesSome elements will help her, while expanding in other areas – to rebuild her reputation As “third place” Between home and work.

You can watch the full Niccol interview from the Fast Company Innovation Festival below:

https://www.youtube.com/watch?

For this story, luck The artificial intelligence is used to help with a preliminary draft. Check an editor of the accuracy of the information before publishing.