Starbucks has once again overtaken the ranking of coffee brands in Korea after a sharp rise in sales over the last month. In September, its revenue reached 121 billion won (approximately 12.1 billion KRW), an increase of more than six percent from the previous month, and it surpassed T-Place's 1105 billion won by about 106 billion won. Conversely, T‑Place’s sales fell during the same period and its ranking slipped.
In June, Starbucks' revenue was 1003 billion won; in July it rose to 1100 billion won, in August to 1161 billion won, and in September to 1210 billion won, showing a steady climb. During the same period T‑Place's sales fell from 1105 billion won to 1179 billion won, a drop of 6.4 percent.
Such changes in sales may not fully reflect Starbucks' overall profit stream. According to Mobile Index, only new‑card and check‑card sales are estimated; the company’s own pre‑payment card and mobile vouchers are not included. Therefore, additional indicators are needed to judge how much customer trust has been restored.
Starbucks Korea used the phrase “Tank Day” at a commemorative event on May 18, which caused controversy. After that, the company replaced its president, trained staff, and provided snacks; it also paused summer product launches and promotions. However, from July onward it resumed new product releases and benefit programs in turn, creating a start point for sales recovery.
Thus, the changes in sales of Starbucks and T‑Place show how brand strategy and customer response affect the market. Both companies will adjust marketing activities and product lineups to secure their market share.