Glittery Globes Won't Move Starbucks' Stock

| About: Starbucks Corporation (SBUX)

Excerpt from our One Page Annotated Wall Street Journal Summary (which you can get emailed to you every morning by signing up here):

Starbucks Aims to Perk Up Sales Of Noncoffee Items for Holidays

  • Summary: Starbucks promoted Janet Parks to be its new VP in charge of merchandise sales, which accounted for about 4% of sales in recent years, down from a high of 8% in 1998. Ms. Parks previously worked in a global creative role for 12 years at Walt Disney Co. "The holiday lineup will feature a glittery snow globe on a gold-colored base, at least three kinds of Christmas ornaments, a reusable Advent calendar that turns into a miniature chest of drawers at the end of the season, and a dessert plate reading "Cookies for Santa.""
  • Comment on related stocks/ETFs: Starbucks (NASDAQ:SBUX) could clearly increase its profitability with a more successful merchandising strategy. But will glittery globes really do it?

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Tagged: , Specialty Eateries
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