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.
美银证券分析师萨拉·塞纳托尔重申了对星巴克公司（纳斯达克股票代码：SBUX）股票的买入评级，目标股价为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.
该分析师拒绝了管理层关于消费者谨慎、价值追求和吞吐量滞后的解释，原因是同店销售增长在24财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，这位分析师将急剧放缓归因于社交媒体因中东紧张局势而呼吁抵制星巴克。
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.
与抵制相关的话题标签在10月23日的峰值（21,800个）比10月3日的低谷高出10,000倍。分析师指出，交易量在1月13日飙升至历史新高（47,000），然后在2月初、3月中旬和4月初达到较低的峰值。
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.
在弗吉尼亚州的一家商店被确定为诺如病毒疫情的来源后，Chipotle Mexico Grill Inc（纽约证券交易所代码：CMG）在2017年发生的一起事件导致推文激增，但由于创新、广告等流量驱动举措推动了业务向前发展，这并未影响销售。
Also Read: Former CEO Schultz Urges Starbucks Overhaul Amid Sales Slump: Report
另请阅读：报告称，前首席执行官舒尔茨在销售下滑期间敦促星巴克进行全面改革
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.
分析师表示，部分SBUX客户选择不光顾该品牌，但SBUX每年为8000万独立客户提供服务，这表明剩余客户群有足够的空间增加购买频率。
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.
通过应用程序和付费渠道进行营销至关重要，分析师对该应用程序扩展到非奖励会员以及向应用程序之外的平台进行移动订购持乐观态度。
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).
根据分析师的说法，星巴克现在的远期收益倍数（EV/EBITDA和P/FE）低于温迪公司（纳斯达克股票代码：WEN）和爸爸约翰国际公司（纳斯达克股票代码：PZZA）的远期收益倍数（EV/EBITDA和P/FE），比麦当劳公司（纽约证券交易所代码：QSR）和百胜等全球有限服务餐厅低15-25％！品牌公司（纽约证券交易所代码：YUM）。
Given the intrinsic value of the brand, the analyst views this discount as unwarranted.
鉴于品牌的内在价值，分析师认为这种折扣是没有根据的。
Price Action: SBUX shares are trading lower by 0.12% at $76.02 at the last check Monday.
价格走势：周一最后一次检查时，SBUX股价下跌0.12％，至76.02美元。
Photo by Manu Padilla on Shutterstock
照片由 Manu Padilla 在 Shutterstock 上拍摄
译文内容由第三方软件翻译。