Starbucks to offer free, no registration wi-fi beginning July 1

Of course, most independent coffee shops have long offered free, no-registration wireless. What Starbucks is touting is content that it says you won't get anywhere else. || Read "Starbucks: Free Wi-FI at 6,700 U.S. stores" || Read "Free Wi-Fi is just a small part of Starbucks' plan" || Jump to the second page of comments.

Comments

[Darth]

More people that do not buy anything. Awesome.

[Kro]

Finally! It's embarrassing it took Starbucks this long to offer free, no hassle wifi.

[Jim Romenesko]

Darth -- You have to do it, and contrary to what you think, it will result in sales. The news has already spread to many journalism websites, and reporters often look out for places to update their stories and check their e-mail, etc. They're also notorious coffee-drinkers. (And it's doubtful they'll steal newspapers, as many current regulars do.)

[me, myself and I]

At my store we already have quite a few people using the wifi a lot, taking up the scarce seating space (2 tables, a sofa and two comfy chairs) for most of the day. The realtor next door uses us mostly as his office when he meets clients. Just yesterday, they both (realtor and client) even brought in their own food and drink. Maybe we will need to provide them some outside seating in the future.
Over all I think it is the right step, but for stores with limited seating, this is horrible news.

[jim]

Coffee shops need to have wi-fi rooms. I'm sure there's a way to do it, technologically. I find it a drag to sit in a room full of glum, silent people staring at screens.

[Double Edged Sword]

There's no catch?

just turn on your laptop and you're good to go?

and whats to prevent people from squatting at Starbucks for the entire day, making me not being able to find a seat to drink my coffee?

[Noah]

How about both free and working? I'm already [paying for Starbucks Wi-Fi via my AT&T iPhone subscription, but one of the local Starbucks is a Wi-Fi dead zone. The SM says the AT&T folks claim the thing is working perfectly.

[Waltie]

"and whats to prevent people from squatting at Starbucks for the entire day, making me not being able to find a seat to drink my coffee?"

Nothing, but it's a free country so you have to risk not being able to find a seat when you go to a coffee shop.

However, starbucks employees should feel empowered to ask loiterers to free up a table during busy times.

[Barista Ben]

Seriously? Man you just can't please people.

[AmericanoMan]

Once again Starbucks follows the leadership of McDonalds and further dilutes its premium coffee image.

Be honest with yourself, who really uses the majority of the the free WiFi--not loyal customers. Take a look the next time you are in Starbucks and see how little if any product has been purchased.

Those of us that use our WiFi benefit have asked for an easier logon, but once again Starbucks has misread the suggestion and ruined a benefit for the loyal customers--just like they did with the 10% truly Gold Card.

[me, myself and I]

Waltie, Starbucks would have to change their policies once again then. We are not allowed to ask a customer to leave or move over just because he is using up space but not buying anything. As long as they are not disruptive, we are not allowed to do anything according to the SSC. And even if they are we are not really allowed to do anything without the DM.

[Darth]

Jim, with the 1 out of 4 people that buy something because of our new feature, we lose business from lack of parking, seating, etc. People squat for 6-8 hours at a time.

The loyal cafe customers that use internet already obviously buy things because the registered starbucks card needs purchases and money loaded to stay active.

We have the most popular toilet in a 5 mile radius. This does not mean that we get increased business as most just use our clean toilet and go on their way.

[Roger Waters]

Does anyone know how long this is going to last? Is this a permanent thing?

[Jim Romenesko]

Roger -- This is not a trial or limited-time policy. It replaces the current Internet plan.

[A Non eMoose]

Great! I enjoy having to field increased complaints from paying customers because they are trying to use our store as a third place and yet cannot find anywhere to sit. Except instead of their being denied because other paying customers beat them to the seats, now it will just be moochers who hog the tables all day with constant venti waters.

Does this company even WANT to provide above-quality customer service anymore? Why don't we just do away with all of the stores and turn Starbucks into a freaking vending service?

[Let's wait and see...]

I am sorry to agree, although free unlimited internet use is wonderful, especially at a coffeehouse where it's practically the norm, this will just bring in more freeloaders. Yes, it may bring many customers who may purchase a cup of coffee, but think about it, some of them will probably keep sipping that same cup for HOURS long expecting no one to say anything to them because after all, they DID purchase a cup of coffee. I live in the Los Angeles area and let me tell you, stores are already packed as it is, with many of them using their internet accounts. I feel awfully bad for my neighboring store, they already have customers who come in with either their own food and beverage, or ask for venti iced waters non-stop because they HATE coffee or anything that Starbucks offers. I would actually be embarrassed to sit at a Starbucks for hours just playing it stupid and using their service day after day. We'll see though, hopefully it doesn't turn out this way but to be honest, I doubt it that it will turn out in the more positive side of things, especially because people love free ANYTHING.

[Jim]

Finally! I don't have to explain to people how to get onto our wifi connection. This means more people will be using wifi for Internet access at Starbucks and less congestion when I use 3G instead. Ever use the wifi at an airport? It is like using dial up all over again. I guess the only complaint we'll receive is "why is the connection so slow?" I will gladly answer that question. :)

[spence]

What??? We aren't supposed to ask moochers to leave if they stay for long periods of time without buying anything. I've been doing it for years.But I do it nicely.
"Oh Gee" I'm so sorry to have to bring this up but we don't have enough seating for customers who bought drinks. I'm so sorry but you need to find another place to hang out." Then I look out the window toward the sky and say, "but if you are outside and you see any tunnel clouds, come right back in and give a shout to everyone. Head for the bathrooms but don't lock the door. I have to ask you to leave but I don't want you outside if it gets dangerous." I never have a problem asking people to leave and they never give me so much as a dirty look.

[Darth]

Free Internet with some sort of limit is a wonderful idea.

[Coffee Soldier]

I think it is great!..McDonalds, Panera Bread, many Dunkin Donuts (just got wifi) heck even gas stations near my store all have free wifi...Didn't Starbucks claim the average wifi user uses the wifi for less then 2 hours a day which was the purpose of the 2 hours limit? So if this is true we should have no problem! This of all the potential new customers to sample to and get hooked on our product...curretnly so many potential customers walk up to our counter and ask do you have wifi the current respose is "Yes...but you need...blah blah blah"...it's going to be so nice to just say yes and not have them roll their eyes at us and walk out not wanting to buy a gift card and register it to get on the wifi...also think about how much free advertising Starbucks just got making this announcement...the stock in doing very well so rather then knock it give it a chance and see what happens..I'm sure if squatters become a problem some sort of system will be put in place or you could discuss it with your DM if you have limited seating or maybe we will go the Panera route and limit it to one hour use between 11-2 the peak lunch times.

[miguel]

crazy

[ash_sk8s]

I really think ya'll are freaking out way too much over this. Chill out, at least you won't have to explain to anyone how to register for the wifi anymore.

[Wifi user]

Indie coffee shops have had free wi-fi for years. Name one that went under because of it. The ones I know are thriving thanks to their wi-fi.

[Marcus]

I am registered and have never been able to get wifi to work at starbucks in williamsburg, va (it works anywhere else I have tried). I have a gold card and they once told me i had to put money on it for it to work, but that's BS. It's supposed to work as long as it's registered and you use it with your purchases. They have a weak signal too--even in the store. I gave up on trying to figure it out. So this sounds promising--hopefully they get a new router at the same time.

[Dottie]

You don't have to allow a loiterer to stay in your store. A customer is not defined as someone who asks for free ice water and any samples of pastries you have going around. It is a safety and security thing. Contact asset and protection and they will tell you...there is also a class available to SS on up regarding issues such as this I just cannot think of the name of it right now. All of the info for the class is on the portal.

[just say no]

@kro whats embarrassing is the people that hang out at sbux for hours on their laptops.

[livin' la VIA loca]

thank you- i will no longer have to play "under paid tech support" & explain the gazillion steps it takes to register a card (and sign up for the at&t service) to get free access for the first time.

i'm not concerned about the lack of seating- hey camp out on the floor for all i care just don't be a fire hazard & block the exits- i'm waiting to see the fights for the lack of electrical outlets!

[Darth]

Indie coffee shops HAVE to offer things like that to get people to come in. Ive been to tons of coffee shops and let me tell you, lack of seats would never be a problem.

[LV]

People complaining about this are just silly. Probably the same people complaining about how difficult it was to explain our current wi-fi policies. I can't tell you how many people I've made angry just by telling them that no, we don't have free wi-fi, and that they have to sign up, or have a registered card or whatever. I just want to never have to explain all that again, so I'm happy about the free wi-fi.

[coffee in exile]

oh my god people, grow up. every other coffeehouse in the country offers free wifi and has managed not to collapse under the weight of wifi loafers. this post truly proves that many people on here will just complain about anything.

[baristamclane]

I think this is a good thing, seeing as I'm usually the one that has to explain to customers how the current wi-fi policy works. Free wi-fi for all, I say! (unless I catch another customer using it for something like World of Warcraft)

[gc]

Indie coffee shops HAVE to offer things like that to get people to come in. Ive been to tons of coffee shops and let me tell you, lack of seats would never be a problem.

Posted by: Darth | June 14, 2010 at 06:40 PM

It's almost as if... oh, gee, it couldn't possibly be, but it's like they realized that offering a fairly inexpensive (to them) freebie to customers draws in far more customers that pay for coffee than if they didn't have it. It's like... no, that can't be right, but that Starbucks totally screwed it up a long time ago by not offering no-hassle wifi.

And, honestly, I cannot speak for Hickville, USA (aka the midwest), but up here in Seattle where coffee is decent, every single indie has free wifi and much better coffee than Starbucks could ever produce. As well, they have decent people working the bar so you can pretty much always ensure a good latte.

Starbucks has a lot to learn from these folks if they ever want to get their "premium" image back. Otherwise, they'll just continue to be the McDonalds/ 711 of fast food coffee. Might as well, I guess, it seems to be working for them.

[Waltie]

"Waltie, Starbucks would have to change their policies once again then. We are not allowed to ask a customer to leave or move over just because he is using up space but not buying anything. As long as they are not disruptive, we are not allowed to do anything according to the SSC."

If you haven't bought anything, you aren't a customer.

[Free Refill]

I am tired and embarrassed of having to explain the old wifi system. It will have its bugs, but overall, definitely a wise business decision. Besides, look at all the free press they are getting.

[Darth]

They offer it just to get people into the door, the main problem of an indie coffee shop. Starbucks does not have that problem.

"And, honestly, I cannot speak for Hickville, USA (aka the midwest), but up here in Seattle where coffee is decent."

Great point there. We have just discovered coffee here outside of Seattle. We have Automobiles here, you just might find one of those in Seattle in a decade or two since apparently you cannot export the same good outside of one city. You act like the cherries are grown in Seattle. We have the same access to beans that you do.

[Cafe Nervosa]

I am SO HAPPY that, like Livin' la VIA loca, I will no longer have to play techie to people.

And I'm not worried about people using my store as an office without purchasing anything. Not at all. The duration of their stay will be directly proportional to the number of active samples I will offer them. Along with helpful bits of trivia and coffee knowledge each visit. Oh, and have you tried VIA yet? What about iced? Decaf? Italian? Have you tried it with milk? See, it's really... Oh, was I INTERRUPTING? So sorry. Have a great day, I'll see you in half an hour ;)

["Yes, it was supposed to start today, but...."]

I think this is a great thing but someone remind me to request off July 1st just in case there is an outside chance it doesn't launch perfectly... I know, I know, this is Starbucks... things like this always go so smoothly.

[John_Halfz]

Don't take it personally, Darth. The coffee is much better in the NW in general. Speaking personally, the physical environment at a Stumptown is usually more attractive, too.

Starbucks is what it is, a lower-cost alternative for a mass audience. I have no issue with the lower quality (though I prefer Dunkin for the low-grade stuff).

It's an absolute no-brainer to drive store traffic by offering a low-cost amenity.

[shortsoylatte]

exactly what i've been thinking. I've had at least five customers come up to me, asking if it was true that we're doing free Wi-Fi next month. Most of these customers are exhausted, and tired of trying to figure out how to access our Internet. Also, like everyone else said, we don't have to explain ourselves, and go through the hassle of having them buy a Starbucks Card with a five dollar minimum balance, and register their card, just to use the Wi-Fi. If this is a huge ordeal to customers, most of them just walk down to Panera, and we lose business.

[Wifi fan]

Also, what's the difference between a customer who walks in with a book and a customer who walks in with a computer?

I've seen many customers lounge for hours in a chair reading a book and nobody seems to complain about them taking up space.

[ben]

Once again Starbucks management is looking for a short term tactic to drive sagging sales by offering free WiFi in exchange for a Yahoo content driven portal when customers log on. Starbucks will use this portal to promote its offerings and promotions. Just another failed example of the wrong strategy. Many retailers in the past have tried (and failed) with generating /displaying content in their stores and trying to sell ad space to "targedted customers". WalMart, Circuit City, Blockbuster, McDonalds have all tried having "entertainment content" airing in their stores.

[shirley]

I agree with Ben. Starbucks is ramping up its online/digital team thinking this strategy will work while they keep restructuring its marketing department under two VPs. Its an lame attempt for the CMO to control everything and dilute the brand. I heard the Starbucks card/rewards team is pretty much dead since they laid off the VP.

[Transatlantic]

Would it really have been that hard to print a time-limited WiFi access code on customer receipts? Would it have been that hard to just sell access codes for a few bucks?

The card registration thing was useless nonsense, but opening up the network to everyone and anyone is a bad idea as well.

[Jim Romenesko]

PEET'S has a one-hour access code, which can be renewed with a second purchase. It seems to work well.

[deborah t]

CBTL has a 2hr access code as well, and they are seeing double digit growth

[Roger Waters]

Mexico and Malaysia have been offering free wi-fi in most of their stores and malls forever.
Way to go Starbux. Way to go America.

[Free Refill]

Stock it a 52 week high today, and so many of you keep complaining. Howard isn't trying to rejuvenate the 3rd place, he is trying to raise the price of the stock. Free internet or not, it seems the company is moving in the right direction, to be the most profitable it can be. If the free wifi fails, and people don't spend more money, I am sure they will can the idea and do something else. Aren't you folks used to change yet?

[SBUX Alum Bill]

So does anyone know about the special localized content that Starbucks is touting? It sounds like Starbucks is saying that their free WiFi is better than other free WiFi because of this proprietary contant, but I'm not sure what that would entail.

[BOSTON STARBUCKS REBEL]

I usually download movies from iTunes in the backroom while I'm working. I basically increase the latency to over 500 ms. Now imagine that many people doing that much all day everyday.

[A Non eMoose]

Free Refill, stock prices are not always an indication of good company stock. I'll remind you that Starbucks stock was excellent in the past, and then they had to scramble with massive cuts to save the company from drowning. Are there any lifeboats left to save people from another tumble? Most stock holders these days don't care about the company, they just care about seeing better portfolios. Sometimes those two collude and work with each other, sometimes they don't.