Baristas at Starbucks are already complaining about a new business strategy that is aimed at 'humanization' of the global chain.
Employees of the world's largest coffee shop are again on the dead person on coffee cups on to-go, this time as part of a new strategy to move the worldwide chain as a coffee shop instead of just picking up mobile orders.
However, the drink makers of the company are not happy with the extra work.
“Writing messages on every cup has delayed the pace and is a” forced “way to build connections with customers,” a Starbucks barista told CNN.
Others have said that on occasion customers have misinterpreted the messages that have been scribbled on cups as attempts to flirt.
A Starbucks employee in Atlanta and a leader of Starbucks Workers United, Amanda Rivera, said: “It's just a lot for employees to add to the number of things we are expected to do.”
“It would be more sincere if I didn't seem to make my head making 10 other cups,” she added.
The CEO of the company, Brian Niccol, 50, who took over the CEO from Starbucks from Chipotle in September, re -introduced with handwritten messages at the end of January.
Employees at the world's largest coffee shop are once again chasing the to-go coffee cups of customers, this time as part of a new strategy to relocate the global chain as a coffee shop, instead of just collecting mobile orders
The CEO of the company, Brian Niccol, 50, who took over the CEO from Starbucks from Chipotle in September, re -introduced with handwritten messages at the end of January
Niccol said in a recent interview that he thinks the coffee chain 'too much' in mobile orders had 'deployed' and that it took 'much of the soul' out of the brand.
He added that the turnover of the company has fallen four consecutive quarters.
The newly tapped CEO is of the opinion that adding the personalized notes, including confirmations, well wishes and 'hello' for regulars, can turn things around for the wrestling chain.
The coffee company, with head office in Seattle, even emphasized the return of the personalized banknotes with a new commercial.
Starbucks previously forced his practice of writing on the cups of customers, but during the COVID-19 Pandemie the global chain paved the practice.
Nevertheless, Niccol and other Starbucks leaders believe that bringing back the handwritten messages adds extra customer service -Touch and hopefully stimulate the weak sale of the company.
The Roastery Reserve Business has also added spice stations with milk, sugar and free fillings served in ceramic mugs for customers who order their coffee to stay, Niccol said.
The newly tapped CEO believes that adding the personalized notes, including confirmations, wishes and 'hello again' for regulars, can turn things around for the wrestling chain
The company is planning to enforce the personalized message practice from the end of February, according to a company memo seen by Bloomberg News
“There are many simple things that are a long way to say, you know what, this is a community place,” Niccol said in October during a profit call.
The former CEO of Chipotle added that the company had to buy around 200,000 Sharpie pins to give employees so that they could write the messages.
The company is planning to enforce the personalized message practice from the end of February, according to a company memo seen by Bloomberg News.
The memo gave examples the option to draw a smiley face or to write out the name of a customer.
'Employees can also consider sharing wishes such as' taking the day 'or a' hello again 'for tribal guests', the memo is.
Starbucks gives stores extra hours where necessary to explain the new task, from 24 February, according to the memo.
The company is also planning to test a new approach to personnel levels in 700 stores to ensure that employees can handle orders, Niccol said at the end of January.
