Starbucks Attracts More Customers, 5 Percent Stock Gain

The company’s ‘Back to Starbucks’ strategy seems to be working out.A man passes by a Starbucks sign at Birmingham Shuttlesworth International Airport in Birmingham, Ala., on Dec. 7, 2023. Madalina Vasiliu/The Epoch Times1/28/2026|Updated: 1/28/2026Shares of coffee retail giant Starbucks rallied 5 percent on Jan. 28 after the company’s “Back to Starbucks” strategy delivered a return to sales growth.Starbucks had a 3 percent increase in customer traffic, its first rise in sales in two years. For the first time since 2022, both loyalty‑program members and non-members contributed to the growth.Andrew Moran has been writing about business, economics, and finance for more than a decade. He is the author of “The War on Cash.”Author’s Selected Articles