According to Nielsen, Starbucks’ hometown of Seattle is turning on the coffee brand, with the city seeing the single largest decline in Starbucks’ popularity among the 50 largest metro areas. In 2018, about 1.06 million adults in the Seattle metro area (35 percent of the adult population) had gone to Starbucks in the previous 30 days, tying for the top Starbucks market in the country. In 2024, that figure slipped to 840,000 customers, or just 26 percent of the adult population. This still lands Seattle at fifth place among the 50 largest metros, but the 9.2 percentage point decline makes it by far the biggest drop in patronage. Other cities where Starbucks is falling off include Las Vegas (down 7.1 percentage points), Baltimore (down 4.5 percentage points) and Denver (down 3.9 percentage points). However, the brand has seen renewed growth in Austin (up 4.7 points) and Dallas-Fort Worth (4.4 points).
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