Starbucks baristas are already complaining about doodling on your cups
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Kermit the Frog. Coffee puns like “thanks a latte” and “a matcha made in heaven.” Drawings of dogs, cats, birds and bees.
Starbucks baristas are scribbling on customers’ to-go coffee cups again, part of new CEO Brian Niccol’s “Back to Starbucks” strategy to humanize the global chain and reposition Starbucks as a coffee shop, not just a place to pick up mobile orders for coffee. Niccol, who took over as Starbucks’ CEO from Chipotle in September, said in a recent interview that Starbucks had veered too much into mobile orders and that it “took a lot of the soul” out of the brand. Starbucks’ sales have dropped for four straight quarters.
Starbucks has instructed employees to write simple, personalized messages on cups, such as affirmations, well wishes and “hello again” for regulars, and the company is spotlighting the return of the notes and names — sometimes misspelled — with a new commercial called “Not My Name.”
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1 周Expectations continue to rise when Starbucks wants drinks out faster than ever
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2 周Employees avoid writing ambiguous messages, showing respect and caution for customers and the company's image.
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2 周There are so many small details that set Starbucks apart from its competitors. Back in the day, we used to be trained on how to mark the cups (which is why there were boxes on them to begin with). Before sharpies, we used grease pens. We would also call out drinks from the register, to the barista (for all of our colleagues to hear - correct and call back if necessary) it was part of the process and charm, imo. We would always write a cute note (sometimes a phone number to a friendly/good looking stranger!) to regulars or to someone new, if we felt compelled. This was sometimes to take the place of an exchange because it was just too busy. I understand why it would be frustrating for baristas to be ‘ordered’ to do it. It feels like it could potentially come across as disingenuous. But, with that being said, as a very old school (former barista, and manager) I have noticed that service these days comes with a side of attitude oftentimes. At the end of the day, it’s a superior product and not everyone belongs in that market space.
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2 周If a scribbling on your coffee cup is your biggest problem in life consider yourself VERY lucky.