Has Starbucks gone mad? The paradox of choice

Sunday morning.

While preparing a barbecue for my family, I stumbled upon an interesting article on the NYT:

"There Are a Bazillion Possible Starbucks Orders — and It’s Killing the Company"

https://www.nytimes.com/2024/08/25/opinion/starbucks-order-app-third-place.html?unlocked_article_code=1.Fk4.Udf_.k-am3DvY70-U&smid=url-share

It′s been quite a while since my last visit to Starbucks. But the article highlights the unsurmountable number of ordering choices at Starbucks, and how many times people just past thru the stores due to evergrowing lines.

Which brings me to the paradox of choice.

With the help from Microsoft Copilot AI, I imagined if I were to go to Starbucks now and try to order. Here′s the simplified version of the ordering process I created (took me loose 20min, just the right time to flip over the meat):

Mind that I just wanted a coffee. Why the heck did I need to create a diagram for ordering it?

I asked Copilot AI to pick one random lower Manhattan Starbucks′ menu (I won′t show the specific location)

Questions:

1. How on Earth do you go about this to order a coffee?
2. How long, if you figured out item 1, does it take to get your order completed?

Which brings me to the well know paradox of choice: the more choices we have, the worst for the us to decide. And the harder for any business to keep up inventory, employees, training, and all the aspects around this.

Reason: pure math. Simple math, actually.

Total number of possible orders of a drink = Drink types x Size options x Milk types x Sweeters options x topping options

It gives us a number in the north of 60K to 120K possibilities. Maybe more, depending on the location.

At the time of this realization, the meat that was meant to be medium rare turned out into well done. But I had to continue.

I asked Copilot to create a quick piece on this issue, which I leave here as a reminder to all of us of the paradox of choice. I asked it to balance the pros and cons of having too many choices.

I finish this article asking: has Starbucks gone mad? Or am I just a Gen X old dinosaur who hasn′t adapted to the new era of endless choices in life?

The Pros and Cons of Having Too Many Choices at Starbucks

Pros:

1. Personalization: One of the biggest advantages of having numerous choices at Starbucks is the ability to personalize your drink exactly to your liking. Whether you prefer a non-dairy milk, a specific sweetener, or a unique combination of flavors, the extensive menu allows you to create a drink that suits your taste and dietary preferences perfectly.
2. Variety: With so many options available, you can enjoy a different drink every time you visit. This variety keeps the experience fresh and exciting, allowing you to explore new flavors and combinations.
3. Catering to Dietary Needs: The wide range of choices ensures that there are options for everyone, including those with dietary restrictions or preferences. Whether you’re vegan, lactose intolerant, or simply watching your calorie intake, Starbucks has something for you.

Cons:

1. Decision Fatigue: Having too many choices can sometimes be overwhelming. Decision fatigue occurs when the sheer number of options makes it difficult to choose, leading to stress and dissatisfaction. This can detract from the enjoyment of your Starbucks experience.
2. Longer Waiting Times: The extensive menu and customization options can lead to longer waiting times, both for placing your order and for receiving your drink. This can be frustrating, especially during peak hours when the store is busy.
3. Complexity for Baristas: The more complex the order, the more challenging it can be for baristas to prepare it quickly and accurately. This can result in mistakes or delays, impacting the overall efficiency of the service.
4. Higher Costs: Customizing your drink with various add-ons and special ingredients can increase the cost. While personalization is great, it can also lead to a more expensive coffee habit.

Balancing Choices and Efficiency

While the extensive menu at Starbucks offers many benefits, it’s important to find a balance. Here are a few tips to make the most of your Starbucks experience:

• Know Your Preferences: Familiarize yourself with the menu and decide on a few go-to orders. This can help reduce decision fatigue and speed up the ordering process.
• Use the Mobile App: Ordering ahead through the Starbucks app can save time and ensure your drink is ready when you arrive.
• Be Mindful of Peak Times: Visiting during off-peak hours can help you avoid long lines and waiting times.

By understanding the pros and cons of having too many choices, you can make informed decisions that enhance your Starbucks experience.

References:

[1] NYT: Opinion | Starbucks and the Curse of the Highly Complicated Coffee Order - The New York Times (nytimes.com)

[2] Microsoft Copilot AI: copilot.microsoft.com