Starbucks reports that mornings are so busy, 1 in 8 mobile customers abandon orders

Starbucks has reported disappointing sales figures for the second fiscal quarter, attributing the downturn to a decrease in visits from "occasional customers." CEO Laxman Narasimhan pointed out a unique challenge: an overwhelming demand during the peak morning times, primarily from rewards members using the mobile app.

The company observed a significant "order incompletion rate" due to long wait times and product shortages, affecting its revenue. Despite these challenges, Starbucks is exploring new strategies, including a pilot program to operate overnight, aiming to develop a $2 billion business within the next five years.

However, these adjustments have led the company to halve its revenue forecasts.

Source: BUSINESS INSIDER