Starbucks Reclaims No. 1 Spot in Coffee Brand Rankings 5 Months After 'Tank Day' Controversy
Starbucks has regained the top spot in estimated credit and debit card payment volume among coffee brands, with 121.08 billion won in September, up 4.3% from August. This follows a four-month lag behind A Twosome Place, which saw a 6.4% decline in payment volume to 110.5 billion won. Industry insiders attribute Starbucks' recovery to resumed marketing activities after the 'Tank Day' controversy.
How this was made
The 30-second read
Why it matters
The reported payment‑volume rebound suggests the brand is regaining consumer trust, but the impact on the parent company's global earnings is likely minimal.
Market read
A modest, region‑specific recovery; limited trading relevance for US‑listed SBUX.
What to watch
Potential lingering brand damage from the Tank Day incident could limit long‑term sales growth.
Background
Starbucks Korea faced a public backlash in May 2024 over a "Tank Day" promotion, leading to a temporary suspension of new product launches.
Ticker impact
Starbucks Korea's estimated credit/debit card payment volume rose to 121.08 bn won in September, reclaiming the top spot among coffee brands.
potential modest upside as investors view the rebound as a positive signal for sales momentum
The data are estimates, but a 4.3% month‑over‑month increase and overtaking a rival indicate a trend that could lift the stock.
Market effects
Shows a modest recovery in the Korean coffee retail segment, which may benefit other café operators.
Limited to South Korea; unlikely to affect broader Asian consumer stocks.
Low; Starbucks' global operations remain unchanged.
Counterpoint
The figures are estimates and exclude prepaid cards and vouchers, so the rebound may be overstated.
Key entities
- companyStarbucks
Global coffeehouse chain; Korean subsidiary's payment volume data.
- companyA Twosome Place
Competitor coffee brand in South Korea.
