Starbucks Baristas Push Back Against New Strategy
Starbucks has recently introduced a new business move to “humanize” the global coffee chain, but baristas are already voicing concerns.
The company has brought back the practice of writing personal messages on to-go cups, aiming to shift the focus from mobile orders back to the traditional coffee shop experience.
While the idea is to create more personal connections with customers, the extra work is not sitting well with employees.
A More Personal Touch, But at What Cost?
Baristas at Starbucks have expressed frustration with this new strategy, as it adds more tasks to their already busy shifts.
One employee shared with CNN that writing out messages on every cup slows them down, and it feels like a “forced” attempt to connect with customers.
Some baristas even mentioned that customers occasionally misread these messages as flirtatious remarks.
Amanda Rivera, a Starbucks worker in Atlanta and a leader of Starbucks Workers United, explained, “It’s just a lot for workers to have to add to the number of things we’re expected to do.
” She further added, “It would be more sincere if I didn’t seem stressed out of my mind making 10 other cups.”
CEO’s Vision: Reconnecting With Customers
The push for handwritten notes comes from Starbucks’ new CEO, Brian Niccol, who took over the role in September after leading Chipotle.
Niccol believes the coffee giant has strayed too far into mobile orders, which, according to him, has stripped the brand of its “soul.
” With sales dropping for the past four quarters, Niccol is betting that personal messages, such as affirmations or simple greetings like “hello again” for regular customers, will help turn things around.
The Return of Handwritten Messages
Starbucks had previously required baristas to write on cups, but this practice was paused during the COVID-19 pandemic.
Now, with Niccol’s leadership, handwritten messages are making a comeback, starting in late January.
The idea is to enhance customer service and provide a more human touch at a time when sales are struggling.
The company even released a commercial highlighting this new initiative, positioning it as a way to make Starbucks feel more like a community space.
In addition, Starbucks has added condiment stations at its roastery reserves, with ceramic mugs and free refills for customers who dine in.
What’s Being Done to Support Employees?
Starbucks is making efforts to accommodate the new initiative.
The company has planned to provide workers with Sharpie pens to write messages and will increase store hours where necessary.
Starting February 24, the policy will be enforced, with baristas encouraged to draw smiley faces or write messages like “seize the day” or a simple “hello again.”
In a memo seen by Bloomberg News, Starbucks also mentioned testing new staffing levels in 700 stores to help workers manage the additional task.
Despite the push to improve customer experience, employees are still uncertain about the overall impact of this new strategy.
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