Starbucks is now struggling with a shortage of some raw materials

During the pandemic, Starbucks found itself on the second track due to the closure of places where Americans had their favorite drink. Now they are finally returning to their favorite cafe. Although management has announced that there will be a full economic recovery to pre-coronavirus this year, the brand is now struggling with a shortage of some raw materials in almost every US branch. Customers do not get what they came for. They don't understand how something like this can happen. Certain signals that the chain is facing some difficulties with regard to the supply of raw materials have already appeared. At the end of April this year, for example, the head of the brand, Kevin Johnson, admitted in one of the interviews that some branches really have such problems. A regular Starbucks customer is Fred Rogers, who found out that something was wrong, already during the War Victims Day on May 31st. When he opened the application, a warning popped up on the screen that the company was struggling with a shortage of some raw materials. He then wanted to buy his daughter a sausage, cheddar and egg sandwich at his daughter's Burlington, New Jersey, but failed. He did the same with the order of the caramel frappuccino. "I understand that when you come to Starbucks at a certain time, some items just don't exist anymore, but this happened at 6:45 in the morning," he added. "Many customers will be disappointed, but a lack of supply will only increase customer demand," said Bryan Simon, a professor of history at the University of Philadelphia and author of Everything But Coffee: What We Learned About America from Starbucks. "Over the last few years, the brand has focused primarily on massive expansion. The tax for this is the fact that it has lost much of its uniqueness, "he adds. "I understand that in Seattle, for example, there is a battle going on social media due to a lack of goods in Starbucks branches, but the brand's marketing managers can still rub their hands," Simon thinks. However, according to him, it can also happen that customers get angry because they do not get what they want and leave for the competition. Just like a father did who didn't get a sandwich for his daughter.