Starbucks Reorients Strategy: China Sale Funds U.S. Revival and Asian Push

The company disclosed that it is selling 60% of its stake in the China operations for $4 billion. The fresh capital is destined to support growth in its key U.S. market, where comparable-store sales have recently stalled.

At the same time, Starbucks is pursuing growth across Asia. In South Korea, the 15th Talent Donation store opened on January 5, 2026. On the same date in Malaysia, the chain launched a long-running pricing promo for Tall Lattes designed to gain market share.

Should investors sell immediately? Or is it worth buying Starbucks?

Operational strategy remains focused on reversing a decline in U.S. foot traffic. In the most recent quarter, customer visits fell by 1% even as the average spend per visit rose by 1%. Beginning January 6, the company rolled out its Winter Menu 2026, featuring new items such as Truffle, Mushroom & Brie Egg Bites and a selection of specialty beverages.

Investors will be looking to the upcoming Q1 2026 results, due at the end of January, to determine whether the asset-reallocation and new product initiatives can counteract the margin pressures that analysts have been flagging. Technically, the stock sits near a 52-week low of $75.50, a level that has been identified as a key support zone.

On the backdrop of these moves, Zacks Research has notably reduced its earnings projections for fiscal years 2026 through 2028 and now assigns the shares a "Strong Sell" rating, citing persistent margin headwinds. Institutional investors remain the dominant holders, owning roughly 72% of the stock.