Starbuck’s new CEO, appointed last year, promised a major overhaul of the chain’s business model. That plan included reinstating Starbuck’s ‘classic’ laid back atmosphere. Now, it appears the com-pany is having second thoughts…
The ‘Back to Starbuck’s’ plan announced late last year by new CEO Brian Niccol is
an ambitious plan to restore the chain’s original look and feel, while
cutting prices, streamlining service, and addressing other
concerns expressed by both customers and staff…
Starbuck’s fans have been leaving the fold in the past couple of years, complaining of excessive prices and the erosion of the chain’s classic laid back, ‘community hangout’ atmosphere. When CEO Brian Niccol was appointed last year, he promised to restore the original Starbuck’s look-and-feel. But now, the chain has rolling back some of his new policies…
Closing some doors
Specifically, Starbuck’s is reversing an earlier community-friendly move to open up its location’s pub-lic washrooms to all who needs them. That policy was instituted after a major scandal in 2018, in which two black men were arrested at a Starbuck’s while waiting for a business associate.
Now, Niccol has decreed a new ‘Code of Conduct’ designed to make customers and staff feel ‘safer’. Under the new rules, bathroom access will be restricted to paying customers.
The move is described as, “a practical step that helps us prioritize our paying customers who want to sit and enjoy our cafes or need to use the restroom during their visit,” a Starbuck’s spokesperson ex-plained, in a statement. “By setting clear expectations for behavior and use of our spaces, we can create a better environment for everyone.”
Other new policies ban any ‘misuse or disruption of our spaces’, along with panhandling, discrimin-ation, consuming outside alcohol and vaping on Starbuck’s property.
At the same time…
“Starbuck’s is […] trying to incentivize customers to stay in its cafés instead of ordering to-go by giv-ing perks for in-store orders,” CNN reports. “Beginning January 27, all customers can get one free hot or iced coffee refill served in its ceramic mugs or reusable glasses. Previously, the perk only applied to members of Starbucks’ loyalty program.”
My take
The new Code of Conduct embodies much that’s good. Even of it does appear to contravene Niccol’s declared intention to revive the classic, original Starbuck’s tradition.
But the company is clearly caught between the proverbial ‘rock and hard place’, on the issue of public restroom access.
My fear – on Starbuck’s behalf – is that this may be just the first of many bumps the chain will have to navigate on its ‘road to future past’…
~ Maggie J.