A host of changes to stores and operations could help Starbucks escape its sales trouble, and executives are already planning the company’s next move.

The sports bar chain, which is now publicly traded, leans on its menu diversity, service model and alcohol mix to target $1 billion in sales.

Value-oriented ads and marketing for its Triple Dipper menu boosted the chain’s traffic by nearly 20%, driving a record-breaking quarterly performance.

Convenience, ease of customization and the ability to earn rewards were top reasons customers preferred first-party channels, per an NCR Voyix report.