Starbucks is reportedly testing new strategies to deal with customers who frequent the coffee chain without making purchases. According to reports, the company has even installed panic buttons for staff.
The multinational corporation continues its efforts to discourage guests from taking up seats or using facilities without buying anything. In the United States, employees have received new instructions on handling customers who try to use the restroom or refill water bottles without a purchase.
Baristas are undergoing conflict de-escalation training and panic buttons have been introduced in some stores, as per a Telegraph report. This is believed to be part of a trial to address the issue effectively.
Based on information from Business Insider, Starbucks announced earlier this month that it would no longer permit customers in its US outlets to use its amenities for free. This move is part of new CEO Brian Niccol’s strategy to rejuvenate the business.
The globally recognised coffee shop chain previously had an ‘open door’ policy. This development comes amidst a broader backlash against customers who occupy seats in coffee shops for extended periods, often exploiting free Wi-Fi but not spending more than the price of a single coffee, reports the Mirror.
As well as putting an end to the practice of allowing ‘laptop lurkers’ who often linger in shops without making significant purchases, these individuals have also been criticised for creating an unwelcoming atmosphere in bars and coffee establishments, hindering their function as social hubs. Niccol, who once led Chipotle, has set his sights on returning Starbucks to its roots as a “community coffeehouse”.
In recent times, the brand has encountered conflict with some customers cutting back their visits due to price increases, while others have chosen to boycott the company over alleged ties with Israel and accusations of complicity in the conflict in Gaza.
These allegations have been vehemently denied by Starbucks, which asserts that it has never contributed to Israel or its armed forces, attributing such rumours to misinformation spread online. However, Starbucks’ pivot from its previously open-door policy may prompt uncomfortable exchanges between staff and clientele.
A staff member expressed concerns to Fortune magazine. They said: “We know that these situations are going to happen more frequently in our store.”
In an open letter to customers after assuming command, Mr Niccol conceded the company’s failings, stating: “It can feel transactional, menus can feel overwhelming, the product is inconsistent, the wait too long or the hand-off too hectic. These moments are opportunities for us to do better.”
Despite facing various criticisms, even from environmentalists disapproving of the allowance for CEO Mr Niccol to commute by jet between his home in California and the company headquarters in Seattle, Starbucks shares experienced an upswing following the change in leadership.
As of April 2024, Starbucks had around 1,168 stores in the United Kingdom. This includes both company-operated and franchised stores
A spokesperson for Starbucks has verified: “The operational updates being introduced on Jan 27 are for North American stores and are not being implemented internationally (including the UK) at this time. Across Starbucks global markets, licenced and joint venture partners operate stores with locally relevant policies”.
Separately, another representative for Starbucks told the Mirror that the new under-counter technology was tested in five stores. They added that testing has been under way “for some time” and there were currently no plans to expand the scheme further.