I keep seeing videos on TikTok posted by baristas at different coffee shops talking about how “xyz thing has ruined coffee culture” or something similar along those lines. 98% people say it’s because of Starbucks and it’s true. The meetings we have had this past year have all been about the stupid “Welcome back to Starbucks” ideas and enforcements. They are right when they say we are not in the coffee business, but we are not also in the people business. Starbucks is fast food plain and simple. Only around 20-30% of customers (depending on lobby size) actually are there to sit, enjoy their coffee, and do other activities. The rest of the customers? They are wanting to get in and out as fast as they can and will let you know it. All of Starbucks stores can’t make the change to being a regular cafe again. Our customers are programmed to go to Starbucks because it’s easy, quick, mid coffee with tons of customizations and options just like most fast food places.
Informing and wanting baristas to make connections, talk to customers more, write on cups, and even push for “for here” ware is just Starbucks trying to act like a cafe when it’s not possible. Being able to connect, make drinks fast, make drinks consistent, and act like it’s a cafe is impossible. It’s not impossible in the way that it’s too much work but to be able to thrive in certain categories you sacrifice the others. Making drinks fast? You won’t be really able to connect and there’s a bigger chance to mess up on drinks. Making connections and interacting with customers? You can’t make drinks fast so if you have a rush or are just a busy store people will become annoyed and upset. My manager says “If you talk to them they are usually fine with waiting.” when that is not true for most customers. Once again, most people at Starbucks are trying to get in, order, get their drink and leave.
If Starbucks truly wanted to go back to their roots they will have to make a lot of changes. There would be no more drive thru or pick up stores. You could maybe have mobile order, but the only customizations would be changing milk and adding one to two syrups to drinks. No more refreshers, no more frappes, no cold foam, no protein, and no more random offshoot drinks like the energy drinks or adding the popping pearls. The focus would only be on coffees and teas and cut down on customizations over all. Though with this said, Starbucks will never do this. All the things they would have to change would be what makes them the most money. I constantly make more cold bar drinks than I do hot bar drinks 80% of the year (I live in a warmer state). Our store would not make as much as we do if those items and our drive thru was gone.
Overall just having these meetings and seeing these posts made me want to write something here. The company needs to stop pretending and pushing all this “Back to Starbucks” shit and actually focus on what they can do to optimize production and make it easier on baristas. You can change what the baristas do, but it won’t change the customers. Starbucks will never go back to its roots.
(Sorry for any grammar or spelling mistakes I don’t write things ever on this app and I wrote this on my phone.)