Starbucks Turnaround Buzz: New Ad Campaign, Earnings Drama and Legal Battles Heat Up in 2026

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Starbucks is buzzing with turnaround moves and earnings anticipation as we hit mid-January 2026. Fresh off the launch of its heartfelt Together ad campaign on January 20 via agency Anomaly, the spot splashed across social media spotlighting coffeehouse connections and everyday joy, per DesignRush and Brand Innovators reports. Its a slick push amid the Back to Starbucks strategy, rolling out coffeehouse coaches to every US store for sharper service and leadership tweaks, as Simply Wall St details, potentially juicing traffic though shares hover near overvalued at 93.66 bucks.

Analyst chatter heated up tooBWG Global upgraded Starbucks from Mixed to Positive on January 15, eyeing a 5.79 percent upside to 96.43 average target, Nasdaq notes, while Zacks flags a tricky Q1 earnings outlook with consensus at 0.58 per share down 15.9 percent year over year and 9.65 billion in sales. MarketBeat confirms the big reveal drops January 28 premarket at 7:45 a.m. ET, following last quarters miss.

Legal drama simmered with a proposed class action filed January 13 by Hagens Berman, slamming the 100 percent ethical coffee sourcing pledge as misleading amid Brazil farm abuse claims from moldy housing to child labor, Seattle Times reportsStarbucks fired back denying it all via spokesperson Leandro Cavinato Herrera, touting their C.A.F.E. Practices integrity. Echoes prior suits but no resolution yet.

Store revamps loom large tooAOL says 10 percent of company owned spots, about 1000, get modern layouts, seating and outlets this year for that cozy edge. No exec sightings or social flares popped, but with stock up 6 percent monthly and a 0.62 dividend payout February 27, eyes lock on next weeks numberscould make or break CEO Laxmans reign. Stay tuned, darlings.

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