NEW YORK — Shares of Starbucks Corp rose modestly Monday, reflecting investor optimism around the coffee chain's ongoing efforts to revitalize its U.S. business through menu innovation, operational improvements and digital enhancements amid shifting consumer preferences.

The stock advanced about 1.3% to around $103.26 in morning trading, adding to recent performance as the company works to address sales softness while capitalizing on its global brand strength and premium positioning in the competitive quick-service restaurant sector.

Starbucks has faced challenges in its largest market with slower traffic and increased competition from value-oriented rivals. Management has responded with a multi-pronged strategy emphasizing new beverages, food offerings and loyalty program enhancements to drive customer engagement.

The company's latest quarterly results showed sequential improvement in U.S. comparable sales trends, though challenges persist in certain regions. Executives highlighted progress in simplifying operations and introducing products tailored to evolving tastes.

Starbucks continues investing in its digital ecosystem, with mobile ordering and rewards programs playing key roles in customer retention. The Starbucks app has become one of the industry's most successful loyalty platforms, offering personalized recommendations and seamless transactions.

International operations remain a growth engine for Starbucks, with strong performance in markets across Asia, Europe and Latin America. The company has expanded its store footprint globally while adapting menus to local preferences and cultural contexts.

Menu innovation........

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