Will Starbucks patrons trade speedy service for better quality? Some java jive from RetailWire’s BrainTrust panel.
After hearing complaints from customers about their coffees, Starbucks is telling its baristas to stop making more than two drinks at a time and to take other steps that may very likely prolong waiting times.
According to a report in The Wall Street Journal, baristas are also being told to steam the milk for drinks one drink at a time, instead of steaming an entire pitcher for several drinks, and to rinse pitchers immediately after using them. Other instructions include staying at the espresso bar instead of moving around, and using only one espresso machine instead of two.
Starbucks told the Journal that the new procedures, which will be rolled out nationwide by November, will lead to fresher, hotter drinks with fewer mistakes and more consistency chain-wide. They also insist it will eventually quicken the way drinks are made once its baristas adapt to the new system.
Customers have indicated that the quality of espresso drinks at Starbucks is “average” and that the beverages are inconsistently prepared from barista to barista and from store to store.
Starbucks’ documents acknowledge that customers ordering no-foam lattes may now have to wait longer for their drinks, and instructs employees to “let the customer know their beverage will take a little longer and may be out of order due to the time it takes the milk to settle and the foam to rise to the top (approximately 60 seconds).”
The New York Post found a few Starbucks customers annoyed by the new procedures.
“It’s taking at least twice as long,” said Jared McKay, 27, ordering an iced coffee on an Upper East Side location in Manhattan. “If it’s going to be that much longer, I’ll go to Dunkin’ Donuts.”
Responding in a recent RetailWire online discussion, consumer marketing strategist Lisa Bradner questioned Starbucks’ self-image. “Seems to me this dilemma captures what Starbucks has been struggling with for a while, ” Ms. Bradner wrote. “Are they an artisanal coffee shop or are they a QSR? Since McDonald‘s ( MCD - news - people ) and Dunkin’ Donuts both got into the high-end coffee game, it seems pretty clear they’re competing in the later category but their brand image, positioning and pricing sets the consistency and quality bar higher, in my opinion, than the other two.”
“Today, there are only two viable positions you can occupy as a brand— high convenience or high fidelity,” said Doug Stephens, president, Retail Prophet, echoing Ms. Brander’s sentiments. “Starbucks was never built on the model of delivering convenience. In fact, every time they’ve tried to achieve convenience, it’s failed. The Starbucks customer is paying more to get a superior product, carefully made to their needs and enjoyed in a great environment. It all needs to add up to a high-fidelity experience. If that means one drink at a time, so be it.”
Others on the RetailWire BrainTrust panel of retailing experts had recommendations that zeroed in on operational details.
Bob Phibbs, president/CEO, The Retail Doctor & Associates, believes Starbucks’ new directive shoots for the lowest common denominator. “For an inexperienced barrista this is fine,” he wrote. “For an experienced one, it hobbles their abilities. To people unfamiliar with how coffee houses work, this sounds customer-centric. As a former COO of one, it punishes your best employees which is never good.”
“One thought is to add an express line at Starbucks for people who just want drip coffee and something to eat,” offered John Boccuzzi. “I do find it difficult to simply walk into a Starbucks and grab a coffee. The lines can be long. For those waiting for something special, I think the extra 60 seconds will be worth it to them.”
According to BrainTrust panelist Phil Rubin of rDialogue, Starbucks may be able to afford to slow down since plastic as a form of payment is on the increase, which speeds up the average transaction. “Though this impacts gratuities,” he added, “which is also a sore point of the baristas and other personnel behind the counter.”
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