A decade ago, a takeaway cup from Starbucks with a misspelt name was a guaranteed way to secure likes on Instagram – and there seemed to be no end to Britons’ love for the American chain.

But Starbucks’ fortunes appear to be changing, and in September, bosses announced it would be closing ‘some stores’ in the UK, including London outlets Balham, Ilford, London Bridge and Holland Park.

It seems the signature Pumpkin Spice Latte and aesthetically pleasing ‘Frappuccinos’ (with toppings galore) no longer quite cut it amid the UK’s cost of living crisis, while customers have grown weary of waiting up to 20 minutes for a drink.

When the Daily Mail put waiting times to the test last yeara reporter was left hanging for than three minutes to receive their oat chai latte, compared to mere seconds at rival chains Caffe Nero and Against Dining.

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Amid slumping sales, Starbucks hired new CEO Brian Niccol last October in an attempt to ‘fundamentally change’ strategy and win back customers.

But consumers still seem to prefer its cooler, up-and-coming rivals, such as newcomer Blank Street Coffee, Black Sheep Coffee, Gail’s Bakery, or a range of independents.

In recent years, Starbucks has faced a further blow in the form of financial and social pressures from boycotts over its alleged links to Israel – something it has denied.

Speaking to the Daily Mail, branding expert Chad Teixeira said Starbucks was once the ‘default “third space” between home and work for UK coffee drinkers’ but risks becoming ‘irrelevant’. Compared to other brands, Estelle Keeber, a PR and Marketing Expert, admitted the chain appeared to have ‘lost its sparkle’.

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‘The trendiness and inevitability that once accompanied the Starbucks visit has undeniably dulled and the brand is seemingly less “cool” than it once was,’ Chad said.

Starbucks’ original appeal was rooted in a combination of secret menus, brightly coloured drinks and fascination with American brands, such as Forever 21 and Victoria’s Secret.

Drinks usually come in three sizes: Tall (small), Grande (regular) and Venti (large).

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From there, there are thousands of combinations, with base drinks including hot coffees, cold coffees, refreshers, ice teas, lemonades, teas and hot chocolates.

They can then be customised with a variety of toppings, flavours, syrups and sweeteners – even down to the bean or roast of the coffee.

But in July, Starbucks reported a sixth consecutive quarterly decline in sales at stores open for at least a year, while shares have fallen by 8.8 per cent.

Chad explained: ‘Post-pandemic, hybrid working means fewer commuters and less predictable footfall, and a greater willingness to explore alternatives.

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‘The price and value dynamics are at play here. Economic pressures, inflation and cost-of-living concerns are forcing consumers to be selective about where they spend for a caffeine fix and Starbucks’ premium positioning is under greater scrutiny.

‘The brand is facing credible alternatives such as boutique independents, artisan roasters, and agile new chains such as Blank Street or Gail’s, are capturing mindset as well as retail space.’

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Instead of the cosy café vibe they once were famed for, Starbucks has become widely available at service stations, drive-thrus and takeaway orders via its app.

On takeaway platform UberEats, the cost of a Toffee Nut Latte and the Gingerbread Latte, for example, are a whopping £7.20, with the iced versions even at £7.25.

Sandwiches, meanwhile, are around the £7-8 mark, meaning it’s no surprise that a trip to the beleaguered chain no longer seems like an essential for most Brits.

Instead, people are seeking out trendy independent shop culture – or genuine value at chains like Greggs, where lattes often cost less than £2 and customers can find a breakfast roll and hot drink deal from £2.85.

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Today’s younger generations are less likely to see the appeal of the millennial favourite.

Jess Carson, a Gen Z TikTok user, posted her frustrations at the chain’s drink menu, writing: ‘No seriously, what are we all ordering from Starbucks because I can’t find a drink I love’.

Others have moaned about the discrepancies between the UK and US menus, with Gabbie Armstrong sharing: ‘Why are the Brits always excluded from the ELITE Starbucks menu? I just want an iced sugar cookie oat milk latte is that too much to ask?’

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On the Reddit thread, r/popculturechat, one dissatisfied customer shared: ‘It’s expensive, not that good, and every coffee joint under the sun does a pumpkin spice latte now.’

Another said: ‘Do you guys remember in like 2004 when Starbucks was THE coolest trendiest place to be? And now it’s basically McDonald’s. How far they have fallen.’

Online, the soaring prices haven’t gone unnoticed.

One TikTok user, @bigset3429, filmed a store in Manchester – and was far from impressed.

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Giving his followers a tour of the food and drinks on display, he ranted: ‘It’s the biggest f***ing rip off shop on the high street.

‘£23 for a f***ing cup! £6 for a sausage bap. £2.50 for a packet of kettle crisps.’

And picking up a small bottle of orange juice, he gasped in disbelief: ‘£4 for that. £4.’

Estelle KeeberPR and Marketing Expert, now says the brand has lost ‘a bit of its sparkle’.

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She said: ‘Starbucks grew fast but didn’t evolve fast enough. The look, feel and even the menu in many stores haven’t changed much, while newer brands are focused on design, sustainability and tech-driven convenience.

‘Its competitors are quicker to adapt to plant-based trends, aesthetics, influencer marketing and tech-based loyalty apps.

‘Starbucks set the standard once, but now it’s playing catch-up with brands who know exactly what Gen Z and millennials want to post about.’

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Starbucks has also faced global boycotts due to its perceived support of Israel amid the ongoing conflict in Gaza.

The chain has denied the links, saying in a statement on its website that they are ‘absolutely untrue’. However, it will have undoubtedly had an impact on their sales.

Estelle said: ‘Consumers are much values-driven now and quick to shift their spending based on what a brand represents.

‘The boycott movement definitely impacted footfall in some areas, but the wider issue is trust and transparency. People want to support brands that align with their ethics, and that’s where Starbucks has work to do.’

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One mother from Essex, Caroline (@_ohcaroline on TikTok) has been boycotting the chain, despite getting a voucher for her birthday.

She told her followers in a recent video: ‘Let’s go to Starbucks! Except we’re boycotting Starbucks, and I have a voucher for Starbucks. I’m not using the voucher because I’m not going to Starbucks however, Starbucks already have the money.

She said she planned to buy one low-cost item and give the rest of the money to the service staff.

Citing Free Palestine activism, she continued: ‘Obviously, I don’t want to give any money to the establishment. By buying something that is not made by Starbucks… they are not making as much money as if I were to go and buy a coffee, which probably cost them about 50p to make and me, £5.

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‘I also can’t go in to buy a coffee, and then walk around the streets carrying a Starbucks cup. Absolutely not. That is not for me. I’m boycotting Starbucks and I do not want to promote them in any way, shape or form.’

In a statement on their website, the company said: ‘Starbucks is a global company committed to providing a place where everyone feels welcome and a sense of belonging, anywhere in the world.

‘We abhor hate and strongly reject violence against the innocent. Despite false statements spread through social media, Starbucks has never contributed to any government or military operation in any way.’

Brian Niccol, the new chief executive hired last year to fix the chain’s problems, said other parts of his plan are ‘on track’, despite also facing problems in America.

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Starbucks has revealed it will reduce its portfolio of stores in North America by one per cent this year and will cut around 900 head office jobs there.

It remains the biggest coffee chain in the US, but it has lost millions of customers over the past 18 months.

The chain still runs around 520 company-owned stores in the UK, as well as franchise-owned coffee shops. It is understood than 5,600 people work for Starbucks across the UK.

In a statement, a spokesperson for Starbucks told the Mail: ‘While we open and close coffeehouses each year for a variety of reasons, from financial performance to lease expirations, we completed the closures identified in our recent UK portfolio review and there are no additional closures planned at this time.

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‘Our focus is on growth, both in the UK and globally, with new coffeehouse openings already underway this fiscal year.

‘We remain committed to serving our customers and communities with the Starbucks experience they know and love.’