In an article released by the WSJ, Starbucks Corp is telling its baristas to slow down the coffee-making process. This comes after Starbucks received complaints from customers saying "the coffee chain has reduced the fine art of coffee making to a mechanized process with all the romance of an assembly line." The company insists on baristas focusing on no more than two drinks at a time - where they start making the second one while finishing the first one. There are also other "rules" that will be added, such as "steaming mil for each drink rather than steaming an entire pitcher, rinsing pitchers after each use, staying at the espresso bar instead of moving around, and using only one espresso machine instead of two."
Some Starbucks locations have begun enforcing these rules and baristas are noticing longer lines. A Starbucks barista in Minnesota states "the new method has doubled the amount of time it takes to make drinks in some cases." However, Starbucks Corp "insists the new procedures will eventually hasten the way drinks are made and lead to fresher, hotter drinks."
The article also states that Starbucks has made "numerous changes to its business amid the economic downturn." These changes include closing under-performing stores, trimming its number of bakery suppliers, boosting the perks of its loyalty-card program, and introducing new varieties of its Via instant coffee. Because of these changes, "earnings at Starbucks rose 37% while revenue for the quarter ended June 27 increased to $2.61 billion from $2.4 billion in the year-earlier period. Sales at U.S. stores open at least a year rose 9% in the quarter."
I do not agree with the corporation's view of slowing down baristas. Whenever I walk into a Starbucks, I am usually in a rush and there is usually a long line. I want to receive my drink and leave. I do not believe I will really notice a difference in the milk is steamed for my individual drink or for 5 drinks. I feel that if the lines begin to increase (longer than they already are now) people will start finding other places to get coffee (Dunkin Donuts, local coffee shops, etc). By pleasing the customers who do not like the systematic approach, Starbucks will begin to lose customers who do not want to wait on the longer lines.
I also do not agree with what Starbucks is doing. I am surprised that they were able to increase their revenue by slowing down baristas and other changes because I do not think that many other people feel the way that the person quotes does. Starbucks is known for its quality and the added benefit is the speed at which its coffee is made. I think that this change is going to hurt Starbucks in the future because people will get frustrated with the long lines. I know I would.
ReplyDeleteThis is ridiculous that the Starbucks corporation would try to change the way their workers are most efficiently doing their jobs. Now everyone is going to be mad at that one person who orders a Frappuccino, since the Barista will have to wait the entire time that is blending, until making another drink. I do not want longer lines at Starbucks, and I know that a number of consumers who are "on the go" will not want them either. This will decrease profits, and increase them in either household coffees (Maxwell for instance), another "on the go" company such as Dunkin' Donuts will benefit, or both will increase, I think.
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