'Tank Day' Direct Hit: Starbucks Korea Posts First Loss Since 2016… Will Customers Return with 'Price Cuts and Mutual Prosperity' Cards?

Starbucks Korea (hereinafter referred to as Starbucks) has received a painful report card: its first quarterly loss since 2016 amid the fallout from the so-called "Tank Day" controversy. The result reflects visible revenue damage due to some customers leaving and the full suspension of marketing initiatives such as Frequency. Starbucks is now betting everything on regaining lost consumer trust through a series of new menu launches and social contribution activities.

According to financial disclosure data released by E-Mart on the 13th, SCK Company, the operator of Starbucks Korea, recorded net sales of 747.3 billion won and an operating loss of 18.4 billion won for the second quarter of this year. Net sales decreased by 6.1% compared to the same period last year. This marks the first operating loss since E-Mart began disclosing Starbucks' individual performance through its IR materials in 2016. From the first quarter of 2016 through the first quarter of this year, Starbucks had maintained a streak of 41 consecutive profitable quarters.

The direct cause of the deteriorating performance was largely attributed to the impact of the "Tank Day" controversy that erupted on May 18. Immediately following the controversy, Starbucks proactively suspended major promotions, including its core summer event, "Summer e-Frequency." Analysts suggest that the cancellation of the Frequency event, which had annually captured consumer attention, led to a loss of marketing momentum and directly contributed to poor performance.

To overcome the crisis, Starbucks has deployed new menu launches and price cuts as key strategies. Since resuming marketing activities in June, the company has sequentially introduced 21 new products within just two months, including 10 beverages (including items discontinued due to season end) and 11 dessert items.

Price barriers were also significantly lowered. The "Pink Peach Refresher," launched on June 23, was priced at 4,900 won for a Tall size—the lowest price point among Starbucks' fruit beverage lineup. Within one month of its launch, cumulative sales exceeded 300,000 cups, attracting strong response from young consumers: 40% of purchasing customers were in their 20s and 31% in their 30s. Subsequently, on the 27th of last month, "Pink Peach Coconut Refresher (5,100 won)" was additionally introduced.

Social contribution and mutual prosperity initiatives have also been relaunched. Starting this month, Starbucks has resumed its senior barista education support program in collaboration with the Korea Senior Club Association, planning to provide training for approximately 500 individuals through year-end. By the end of the year, it aims to expand the annual training scale to over 1,000 people by opening a second mutual prosperity education site. Additionally, on the 5th, the company donated 100 million won in funds to support oral health for vulnerable disabled individuals at Seoul National University Dental Hospital. These funds were partially generated from the profits of the Seoul National University Dental Hospital branch, which opened as Community Store No. 3—a profit-sharing store—in 2021.

Industry experts identify defending against low-cost coffee franchise assaults and regaining customer trust as key variables for a second-half performance rebound. According to a survey conducted by Open Survey from the 25th to the 27th of last month among 2,000 men and women aged 20–59 nationwide on "recent one-month café usage experience," Megacoffee ranked first with a response rate of 71.0%, surpassing Starbucks (69.2%).

A Starbucks representative stated, "Regaining customer trust is our top priority, and we will continue to pursue mutual prosperity activities within the local community. Based on product competitiveness, we will expand differentiated benefits and services unique to Starbucks."