Starbucks' Sales Slump Due To Social Media Boycott, Says Analyst
Starbucks' Sales Slump Due To Social Media Boycott, Says Analyst
BofA Securities analyst Sara Senatore reiterated a Buy rating on the shares of Starbucks Corp (NASDAQ:SBUX) with a price target of $108.00.
美銀證券分析師薩拉·塞納托爾重申了對星巴克公司（納斯達克股票代碼：SBUX）股票的買入評級，目標股價爲108.00美元。
The analyst rejects management's explanation of consumer caution, value seeking, and lagging throughput for the same store sales growth collapse in second-quarter FY24 earnings.
該分析師拒絕了管理層關於消費者謹慎、價值追求和吞吐量滯後的解釋，原因是同店銷售增長在24財年第二季度收益中暴跌。
Instead, the analyst attributes the precipitous slowdown to social media calls to boycott Starbucks over tensions in the Middle-East.
相反，這位分析師將急劇放緩歸因於社交媒體因中東緊張局勢而呼籲抵制星巴克。
Boycott related hashtags were 10,000x higher on the Oct. 23 peak (21,800) than they were on the Oct. 3 trough. Volume spiked to an all-time high on Jan.13 (47,000) before reaching lower peaks in early Feb., mid-March and early-April, noted the analyst.
與抵制相關的話題標籤在10月23日的峯值（21,800個）比10月3日的低谷高出10,000倍。分析師指出，交易量在1月13日飆升至歷史新高（47,000），然後在2月初、3月中旬和4月初達到較低的峯值。
A 2017 incident where Chipotle Mexican Grill Inc (NYSE:CMG) was under intense media scrutiny after a Virginia store was identified as the source of a Norovirus outbreak led to a spike in tweets but it did not dent sales as traffic driving initiatives like innovation, advertising propelled the business forward.
在弗吉尼亞州的一家商店被確定爲諾如病毒疫情的來源後，Chipotle Mexico Grill Inc（紐約證券交易所代碼：CMG）在2017年發生的一起事件導致推文激增，但由於創新、廣告等流量驅動舉措推動了業務向前發展，這並未影響銷售。
Also Read: Former CEO Schultz Urges Starbucks Overhaul Amid Sales Slump: Report
另請閱讀：報告稱，前首席執行官舒爾茨在銷售下滑期間敦促星巴克進行全面改革
Some subset of SBUX customers are choosing not to patronize the brand, but SBUX serves 80 million unique customers annually, suggesting ample room to increase purchase frequency among the remaining customer base, said the analyst.
分析師表示，部分SBUX客戶選擇不光顧該品牌，但SBUX每年爲8000萬獨立客戶提供服務，這表明剩餘客戶群有足夠的空間增加購買頻率。
Marketing is critical, both through the app and through paid channels and the analyst is optimistic about the expansion of the app to non-rewards members and mobile ordering to platforms outside the app.
通過應用程序和付費渠道進行營銷至關重要，分析師對該應用程序擴展到非獎勵會員以及嚮應用程序之外的平台進行移動訂購持樂觀態度。
According to the analyst, Starbucks now trades at forward earnings multiples (EV/EBITDA and P/FE) lower than that of Wendy's Co (NASDAQ:WEN) and Papa John's International Inc (NASDAQ:PZZA) and 15-25% lower than global limited service restaurants like McDonald's Corp (NYSE:MCD), Restaurants Brands International (NYSE:QSR), and Yum! Brands Inc (NYSE:YUM).
根據分析師的說法，星巴克現在的遠期收益倍數（EV/EBITDA和P/FE）低於溫迪公司（納斯達克股票代碼：WEN）和爸爸約翰國際公司（納斯達克股票代碼：PZZA）的遠期收益倍數（EV/EBITDA和P/FE），比麥當勞公司（紐約證券交易所代碼：QSR）和百勝等全球有限服務餐廳低15-25％！品牌公司（紐約證券交易所代碼：YUM）。
Given the intrinsic value of the brand, the analyst views this discount as unwarranted.
鑑於品牌的內在價值，分析師認爲這種折扣是沒有根據的。
Price Action: SBUX shares are trading lower by 0.12% at $76.02 at the last check Monday.
價格走勢：週一最後一次檢查時，SBUX股價下跌0.12％，至76.02美元。
Photo by Manu Padilla on Shutterstock
照片由 Manu Padilla 在 Shutterstock 上拍攝
譯文內容由第三人軟體翻譯。