Starbucks chairman warns of "the commoditization of the Starbucks experience"

Starbucks chairman Howard Schultz wrote this to CEO Jim Donald earlier this month. The memo's authenticity has been confirmed by Starbucks.

From: Howard Schultz
Sent: Wednesday, February 14, 2007 10:39 AM Pacific Standard Time
To: Jim Donald
Cc: Anne Saunders; Dave Pace; Dorothy Kim; Gerry Lopez; Jim Alling; Ken Lombard; Martin Coles; Michael Casey; Michelle Gass; Paula Boggs; Sandra Taylor

Subject: The Commoditization of the Starbucks Experience

As you prepare for the FY 08 strategic planning process, I want to share some of my thoughts with you.

Over the past ten years, in order to achieve the growth, development, and scale necessary to go from less than 1,000 stores to 13,000 stores and beyond, we have had to make a series of decisions that, in retrospect, have lead to the watering down of the Starbucks experience, and, what some might call the commoditization of our brand.

Many of these decisions were probably right at the time, and on their own merit would not have created the dilution of the experience; but in this case, the sum is much greater and, unfortunately, much more damaging than the individual pieces. For example, when we went to automatic espresso machines, we solved a major problem in terms of speed of service and efficiency. At the same time, we overlooked the fact that we would remove much of the romance and theatre that was in play with the use of the La Marzocca machines. This specific decision became even more damaging when the height of the machines, which are now in thousands of stores, blocked the visual sight line the customer previously had to watch the drink being made, and for the intimate experience with the barista. This, coupled with the need for fresh roasted coffee in every North America city and every international market, moved us toward the decision and the need for flavor locked packaging. Again, the right decision at the right time, and once again I believe we overlooked the cause and the affect of flavor lock in our stores. We achieved fresh roasted bagged coffee, but at what cost? The loss of aroma -- perhaps the most powerful non-verbal signal we had in our stores; the loss of our people scooping fresh coffee from the bins and grinding it fresh in front of the customer, and once again stripping the store of tradition and our heritage? Then we moved to store design. Clearly we have had to streamline store design to gain efficiencies of scale and to make sure we had the ROI on sales to investment ratios that would satisfy the financial side of our business. However, one of the results has been stores that no longer have the soul of the past and reflect a chain of stores vs. the warm feeling of a neighborhood store. Some people even call our stores sterile, cookie cutter, no longer reflecting the passion our partners feel about our coffee. In fact, I am not sure people today even know we are roasting coffee. You certainly can't get the message from being in our stores. The merchandise, more art than science, is far removed from being the merchant that I believe we can be and certainly at a minimum should support the foundation of our coffee heritage. Some stores don't have coffee grinders, French presses from Bodum, or even coffee filters.

Now that I have provided you with a list of some of the underlying issues that I believe we need to solve, let me say at the outset that we have all been part of these decisions. I take full responsibility myself, but we desperately need to look into the mirror and realize it's time to get back to the core and make the changes necessary to evoke the heritage, the tradition, and the passion that we all have for the true Starbucks experience. While the current state of affairs for the most part is self induced, that has lead to competitors of all kinds, small and large coffee companies, fast food operators, and mom and pops, to position themselves in a way that creates awareness, trial and loyalty of people who previously have been Starbucks customers. This must be eradicated.

I have said for 20 years that our success is not an entitlement and now it's proving to be a reality. Let's be smarter about how we are spending our time, money and resources. Let's get back to the core. Push for innovation and do the things necessary to once again differentiate Starbucks from all others. We source and buy the highest quality coffee. We have built the most trusted brand in coffee in the world, and we have an enormous responsibility to both the people who have come before us and the 150,000 partners and their families who are relying on our stewardship.

Finally, I would like to acknowledge all that you do for Starbucks. Without your passion and commitment, we would not be where we are today.

Onward…

Comments

[Commuter]

I just want to add for Mr. Schultz and Starbucks' benefit that we who wrap around the drive-thrus several times around the building happily awaiting the aromatic jolt that starts our day do not appreciate the recent addition of "hot breakfast sandwiches," nor do we appreciate the constant attempt to upsell every morning of late. "Would you like to try a new hot breakfast sandwhich?" is not a question I want to deal with at Starbucks every day. In fact, when I've told the baristas no and then explained to them that it ruins my experience to be asked this (because I feel like I'm at McDonald's, quite frankly, and I wonder why I'm not at that point as I wait and wait for the lady in front of me to get her 6 lattes and 2 sandwiches and wonder why I'm not in fact in the McDonald's line where the coffee would be much cheaper for putting up with this abuse)they actually have the nerve to get upset with me for asserting my dissatisfaction. I have actually stopped going to Starbucks because of this. It has ruined my experience there. I have gone there for 13 years, a regular. I've had baristas know my order and I've not had to rattle off the "venti non-fat seven pump with whip mocha" because they knew what I wanted. Now, suddenly because some genius brought hot sandwiches to the line, they have forgotten what I want and make me go through the "telemarketing survey" every morning, explaining I don't want food and please don't ask me anymore, even when I start my order with, "I'll just have..."

Please make it stop!!!! You are alienating your loyal base!

If it's going to be like a fast food restaurant, I'll get my coffee at a cheaper one.

[Venbrone]

Can you image what a person with as much money and power as Howard Shultz could do for the world?
If Shultz wanted to become one of the most successful and influential persons in US history he would first realize that the amount of money that his company has made is simply enough. Second thing he could do would be to make sure that all of his coffee comes from Fair Trade. This alone would be one of the most ethical decisions a corporate business has ever made. This would prove that Starbucks' business ethics are fair, and it would promote a moral global economy. Shultz has the potential to solve the global coffee crisis by giving back to the people he has profited off of (the growers). If Shultz pushed his company's mission towards creating a fair and sustainable coffee market, then many of the third world nations that suffer from the impacts of an un-fair coffee market would no longer live in hunger and poverty. ENOUGH IS ENOUGH!!! THIS IS THE KIND MONEY AND POWER NEEDED TO CHANGE THE WORLD!!!

Would you like to try a new hot breakfast sandwhich?" is not a question I want to deal with at Starbucks every day. In fact, when I've told the baristas no and then explained to them that it ruins my experience to be asked this

oh my god...you are such a whiner! We get paid to do a job, just like you. If you don't like it, go to mcdonalds!

deep that you are quoting Kelly Clarkson

[joe wild]

The point is being entirely missed -so here it is in a nutshell. You can't get the best hamburger in the world at McDonald's. Why? Mass production. You can't get the best sub sandwich at Subway - Why? Mass production. The same is true for Starbucks - mass production KILLS quality. And that is why a small "mom & pop" operation can always find a niche market - because they can pay attention to the detail required to make a quality product.

[Henry]

Here's a memo whose veracity you can trust:

It's coffee, people.

Have a cup, and then let's go fix or make something good.

[Arie]

Hi Mr.Howard Schultz,

If you read this msg. Please email me at:
tllcpr@yahoo.com

Thank you,

Arie Rotshtein

CA, USA

[Eric]

Dear Starbucks CEO,

Hi, this is Eric Ng. I used to work at Starbucks and I really like about this company. However, my record was bad, so I wonder if the Starbucks company can give me a chance to reapply for it. Can you reply to my email address, ngeric_622@hotmail.com. Thank you and have good day!

[John Griffiths]

Hmm I think the main value of the Starbucks brand was to get me to buy a coffee at the 5 euro mark for the first time. the rest is commoditisation. If Starbucks wants to make an impresssion - sell me a 7 euro coffee - in other words keep pushing the price envelope.

[Bob]

I have been a loyal starbucks customer for many years. I bought a cup of coffee about 5 months ago at a starbucks in the city of industry ca. It was real bad. I think what happend was that they ran water through used coffee. And sold as fresh coffee. I called starbucks customer service to complain. He said they would send me coupons for free starbucks coffee.I'm still waiting.
Ifound a new coffee shop called Mr Beans Coffee. Located in La Habra C.A. Best coffee ever. Beats Starbucks hands down.

[Arpit Raswant]

I do not think that anyone should be surprised after reading this controversial email.

It is very obvious when we look at macro level business strategy.

I am sure if SBUX corporation continue to have visionary leadership. They should be able to solve this problem, in one way or the other.

Cheers,
Arpit

[Samantha Williams]

Well, my daughter and I used to stop at the store in Brentwood,TN (Maryland Farms). Now I won't allow her to stop there. An employee named "Ben Mitchell" continues to make sexual advances at her. Not only that, but also to her and some of her friends when she stops by. The final straw was when he said he would be taking a break soon and wanted to know if she wanted to wait so she could, and I quote, "suck him off". He said he would give her free coffee if she did. This is an opportunity for you to handle this before I turn it over to our attorneys.

[Darleen]

Samantha,
This is not a corporate site, you will have to call starbucks to lodge your complaint. If this is truely happening, you should do that.

[David Wolf]

Everything has a cost and benefit. If you want intimacy and authenticity, you keep it small. If you want to grow an international mega-brand, you commoditize the systems, products and experience to make the numbers work. If you try put your brand in the middle, then you stand for exactly that...the middle. Understand that one side of this see-saw is no better than the other, except to a particular individual or collection of people who value one end more than the other.

Determine what you want the brand to stand for, and use that as the guide for strategic decision making.

[Ezra Ford]

My concerns on starbucks is the poor level of customer service, it may be due the basic rates of pay that the staff are recieving, we care so much about what the customers wants and needs are, but then do not realize what effect it can have on the business, when unhappy staff talk they also bad mouth there place of work. There should be more insentives for employees to keep them happy, this will have a great impact for customer satisfaction.

[Levi Pack]

I'm a recently "let go" employee who was relieved of duty because the two stores I was required to assist in creating the Starbucks experience had managers that were more concerned about enforcing policy while they ignored it, than they were about inspiring our teams to better service and enthusiasm. My Starbucks bubble is burst and I've been shafted by the Howard Schults espresso machine.

[Pat Nerr]

"Samantha,
This is not a corporate site, you will have to call starbucks to lodge your complaint. If this is truely happening, you should do that."

Yes, but since they have plenty of employees and corporate representatives that read this site are they somewhat on notice?

Hi Darleen... It's really me... and yes, I love Starbucks

[Darleen]

Hi Darleen... It's really me... and yes, I love Starbucks

I am getting really sick of this fake patt nerr, why is he still posting here? With technology such as it is why can he continue to disrupt things? I look for the greenapronstories site on your posts now, just to be sure I'm not addressing the ass hat.

[Pat Nerr]

I think it's somewhat funny... You'll notice that I never engage "fake pat nerr" by saying anything directly to him/her... that's the difference between us...

and no we're no the same person... I think I know who it might be though

[JaniceS]

Starbucks chairman Howard Schultz will be featured on tonight's episode of Iconoclasts along with producer Norman Lear. Each hour-long episode of the six-part series features two leading innovators from different fields who come together to discuss their passions and creative processes. Airs @10PM on The Sundance Channel! For More info, visit: http://www.sundancechannel.com/iconoclasts/

[MamaAutumn]

Wow! What happened to the positive thinking of the cup is half full not half empty?I have been with Starbucks for over 4 years.I have worked for family owned business and corporates. For thirty years. Forced out of retirement because of husbands loss of health insuranse and job.(By the way it was a union job he had worked for 28 yrs. got hurt on the job and disabled) My point is if we all tried to be more on the positive side of life everyones job would be less stressfull. I consider myself as an older partner very lucky to have an employer higher me. I drink very little of the coffee due to medical reasons but, I have a high respect for our company that has done more for me than 30yrs somewhere else! When I hear a partner down about something I ask what would you do to make it better? How do you think that it would turn out if you were in a shift or asm role. What happened to the what,what,why? Starbucks is a good company to work for. No one said that a job would be easy. If it was,then they would complain about it being boring, and we are not boring!PS It could be worse, you could be a honey dipper!(For the younger generation that means you clean shit out of septic tanks!)

[ex-sbuxmanager]

I love the rationale. "Don't complain because it could be worse. You could have to clean up shit for a living."

That's what my dream job is...anything where I don't have to clean up shit everyday.

[MamaAutumn]

The most problem is the babysitting of some of the partner. As an ex-asm,shift down to a barista I am alot less stressed,but I am still thankful for my job. What would be nice is that most of the higher ups need to start from the bottom first, in the trenches so to speak, before rolling their great ideas down to us little people. Alot of corporate has been hired of the street into a suit and tie job! Wrap a green apron around their waste on a busy weekend a see how long they can deal with some of the nit wits that we have to deal with thru the window or other side of the counter. Thank goodness that we do have alot of great customers that make up for it! But then I am not in for it for the money, I'm in for the insurance. Plus as far as the honey dipper job I call it smile and eat shit and see how much you can eat! Opps did I say that? I meant just say yes!

[BOSTON STARBUCKS REBEL]

I like skat. I like eating shit, all the time. My DM's shit tastes best when I lick it right from the hole. Yummy, hot mocha all over me.

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[JohnnyNomad]

how many folks actually speak to others in line? most feel invaded if spoken to and quite frankly, no american likes to be in line, anyways. patience has a price tag. as a society we have begun to value time above all else. everything from using the shift key to working late in hopes to be the last personel to be laid off and maybe make an extra buck to cover the ever rising costs of fuel. it's an every person out for themself low to middle class and we could care less who makes our luxuriously-specific multi-syllable recipe that is usually screwed up anyways and costs three times more than McD's best. (and in half the time)
Hence moreover, I personally have no sense of smell, however it is a treat and does in fact tast good. I like to do my homework in their semi-universal lobbies during my travels.

[double_tall_latte]

Never mind the *romance and theatre*...Schultz's memo misses entirely my own experience with their bait 'n' switch scheme. What's all this crap about customers wistful for the good ol' days of wafting coffee aroma, the SOUNDS of scooping and grinding? It sounds pretty hollow...and is, frankly, disingenuous bull.

He fails entirely to own up to the real problem. The new product, the TASTE of the espresso coming out of those new machines, is pure crap. There's no crema. No sweetness. No depth. Anyone who drinks their Starbucks without added sugar or syrup would agree.

When Starbucks decided to see how fast it could make money and grow off its dessert specialty drinkers, it demonstrated it's lack of concern for the loyal customers it had won over with great coffee prepared properly.

I must have been too busy or asleep, because it took me a couple weeks of finding myself requesting a THIRD shot in my somehow bitter, somehow weak drink before it hit me. I continued to buy for awhile longer to see if things might improve...but I eventually began to strike up conversations with baristas and had my suspicions confirmed. They agreed there was NO adjustment to the automated machines that was ever going to bring back the real espresso taste.

Which is why I'm writing this now. Now, in November of 2007, baristas I run into around town are telling me that this new concern for the customer has filtered down to them. The latest thing is they're supposed to use only small pitchers for steamed milk to discourage too many rounds of re-steaming...and there's talk of making adjustments to the shot timing (so why didn't they do that before? A single shot is notoriously weaker than each shot of a double). But the catch is that it's now the holiday season AND they've still got the whole specialty drink business AND they're still expected to produce at the same rate as ever?

Meanwhile, with packaged coffee and dubious control over shots....

Even if they did reinstate the Marzocca machines in some stores at an extra counter, it'd be hard to wash away the bitter taste in my mouth. Frankly, I feel cheated out of my time and money.

One last thing. My husband and I just got back from Australia, where I heard rumors that Starbucks is struggling... and rightly so! I was amazed at how great the coffee was just about everywhere we ate in Sydney and Port Douglas. As double tall latte drinkers all we had to do was ask for a strong latte, and though it varied somewhat, it was from very good to perfect every time. I would encourage all US travelers to Australia to avoid all chains and sample the great coffee at the mom n pop cafes.

[Beautiful Minds]

Intersting! back to the basics is what they lookig for? for the look and feel? what about he satisfaction?

[Darleen]

HA!, double tall latte, great way to push your website....

[Nike SB]

starbucks is in big trouble... Stock was also hit hard

[Rebecca]

I've been working at a large, busy starbucks store in the suburbs of Philly for 6 months now. I was hired as a barista first, and after 3 months I was promoted to shift superviser.

Learning coaches?? haha thats funny...at my store, the partner shadowing is the same person who is also supposed to be doing shift sup. duties, or other barista duties. Its like, watch the videos on the computer, and then you're thrown out to the wolves.

We've had a repeat turnover problem because the wrong kind of partner keeps being hired....then again, who does Starbucks expect to employ for only $7/hr? Some partners have walked out on the job because they couldn't grasp the basic concepts required of baristas...memorizing, multi-tasking, speed, and thinking ahead [ok, whats next?]...not to mention beverage making, which is an entirely different, arty kind of skill. Other partners have had major tantrums, some lacked social skills, others had anger issues and threatened to fight the store manager! We don't really support each other and that causes a frustrating environment to work in sometimes.

I mention it because with all of the turnover, the customers, and the executive higher-ups, have to realize that the average Starbucks experience at my store is not going to be stellar. We always seem to be short-staffed. Yet Starbucks still insists on the customer snapshots and secret shopper visits. Ha...our scores are in the 50-70% range, and they'll never improve unless the internal staff type problems are addressed and dealt with.

Better teamwork and improved staff communication on all levels is definitely my goal for the new year.

I like coming to work to see what the shifts' challenges will be, rolling with the punches, trying to forsee problems and avoid having them. As a shift supervisor, this is important. What I enjoy most about my job though is getting to know my regular customers, forming and maintaining positive relationships with them [when the excellent Starbucks experience has already won them over and we both know it!].

Lastly, it is important to me to be knowledgeable in all aspects of the job, including the coffee types, but its hard to drum up enthusiasm in high school and young college aged partners. Just having more partners who actually like coffee and enjoy drinking it would be great.

[christine]

I wanna know who was the Genius that told these customers they could have their drinks served within three minutes.

I work at one of the busiest Starbuck's in this town. First of all we always seem to be short staff. Lines are sometimes clear out the door, we have cars lined up out in the street.... in the meanwhile let's just see how many different temps can we steam milk at... somelike it hot, some like it cold, and some like it just right.

I haven't seen a drink made consistently in this store since I've been there.

The real kicker is how come all of the Barista's want to make their own drinks! Ha ha!

[Miveh]

I can't read all these posts....they're making me nauseated. I agree with the Rebel....if you're not passionate about coffee, PLEASE quit. Go get a job in an office somewhere. As for the validity of the letter....I think most of you are missing the point. We are in dire straits. Stocks are slipping drasticly. Of course HS is going to be looking back and considering all the changes we have made. Its possible he's considered for quite some time the end results of these changes. Anyone who believes that HS is not personally invested in every facet of this company has never painted a picture, wrote a poem, had children, or for that matter made a latte with love and passion...because if you had you would realize that the siren will always be like a child to him, no matter how distanced from the center he may someday become. I hope the letter is real, because that would signal a change for the better, a change toward the love of the bean that drew baristas to the green apron in the first place.

And...it's very exciting. It may mean some changes that we don't like at first, but it is the right thing...he's taking back control.

[Queena]

Miveh,

Though I agree with you for the most part, I'd have to say that I'm somewhat offended by your first sentence. My desire to work at Starbucks stemmed from the customer service and the friendliness and warmth of the environment that I received everytime I went there, not to order brewed coffee, but rather a vanilla latte or a caramel frappuccino (as a 13 year old then, those are somewhat hard not to like). If you get passionate coffee lovers, but have a hard time interacting with the customers, that's not going to help much either. I doubt that everyone who works at Bruster's is a passionate ice cream lover, but they, like me might just love the people they work with, their customers, and the environment that they're in.

And I have a feeling I'd hate that office job you're telling me to go to much.

I agree though, that the knowledge of Starbucks coffee is key and it's important to take all measures towards educating all the partners. If anything, I hope that's a new change that they'll implement this year.

[Beagle2Mars]

The only Starbucks in my local town is an add-on to a supermarket. The high coffee-making counter is unfriendly when I, personally, am looking for a relaxing experience. The chairs dissuade the customer from sitting for long and makes me wonder if the idea is to drink up and leave. Yes introduce a little theatre. How about raising the coffee-making area one step from floor level so that we can see how the coffee is made. That is half the fun. And I only know from reading Mr Schultz' post that Starbucks roasts coffee beans. That explains the random sacks that could contain plastic beans for all the aroma they have. I first heard of Starbucks in the movie 'You've Got Mail'. Maybe you might also like to rethink your marketing.

UK-based

[Steve]

Glad Sandra Taylor from Starbucks is gone, as she was too cheap to use coffee labels made from recycled paper label stock. Doubt Howard will do it. They have avoided being green on their coffee labels since the late 1980's

[Unknown]

Directed to anyone who wants to complain about starbucks employees:
When you wake up in the morning and decide you are to lazy to make a cup of coffee for yourself or maybe your just lonly and feel like getting in you car and driving to your local starbucks. Either way the employee there to assist you with a smile on their face may not opperate like a robot day after day remembering your name,producing your "version" of the perfect cup of coffee wether its a latte with burnt milk foamed to 250 degrees or something with so much added suger your fat ass dosent need.They try their best and until you find a coffee shop that is "perfect" then quit bitching.

[ASMWannabe]

"While I agree that Starbucks has changed... I feel that many local Starbucks do a wonderful job of creating a coffeehouse culture based upon good customer service & consistancy of product...I do miss the shared tables, delicious aroma & less-hurried atmosphere of yesteryear, but I'd say the changes have evolved in good part due to the client-base...each Starbucks can make their unique contribution to a community by pulling together the best elements of their own people & place to make a Starbucks coffee experience something comforting & inviting..."

THIS is what I want to hear. Balance. So many of you are up-the-butt about this or that. YES, a good pull and fresh is very important, but it is not rocket science and the AIDS crisis for goodness sake!

Be happy that you work for a unique, successful corp that does care about the world and the local customer AND YOU 1000 times more than 99% of other companies out there. You could be sitting in a windowless cubicle smelling recycled AC! But no, YOU get to smell coffee all day. YOU get to worry about how to connect with your neighbors. YOU get to work all day long at being the very best at what you do. What a blessing that is!

Be aware of the pitfalls of corporate changes. Work hard to counter them, speak up about quality and comfort, but always remember how awesome it is to make a living like you do. When you forget that, you should leave, and go find a gas station to work at, and maybe you'll appreciate what you had a little more.

[Star25]

I like coming to work to see what the shifts' challenges will be, rolling with the punches, trying to forsee problems and avoid having them. As a shift supervisor, this is important. What I enjoy most about my job though is getting to know my regular customers, forming and maintaining positive relationships with them [when the excellent Starbucks experience has already won them over and we both know it!].
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[MediaMensch]

Starbucks is staffed by people who

1) 50% don't like to drink coffee
2) Don't know anything about brands and the need to provide consistent experience
3) The company is way understaffing its shifts. It should have a "floor person" full time educating customers and providing samples. This should not be done at the registers.
4) Starbucks should have outside "trainers" speak at civic clubs and corporations to train them on basics of coffee tasting, food pairing, etc.
5) Starbucks is in the same track as Krispy Kreme. When I can see Starbucks at BJ's Wholesale, it confuses the brand.
6) Starbucks should actually tell people that some Frappucinos are actually "milksshakes without caffeine" and market them to kids and parents.
7) Starbucks should allow its card members to customize their cards for donations to their favorite charities.
8) Have less "destinations". the charm of starbucks was as a gathering place. With a starbucks on every corner, I never run into people I know for business anymore. (they opened 5 stores within a few miles of the store)
9) Stop hiring managers from outside the company.
10) Pay MORE MONEY to attract OLDER Experienced Baristas with Marketing/sales backgrounds instead of college students.

and LAST donate more than 5 cents from the Ethos Water...I am sure that the margins can handle it..then promote this.

Going back to basics is great..however their needs to be more classroom education as well and cross training in different stores as well.

[OrlandoSbuxMgr]

For anyone to imply that Howard doesn't care...you obviously don't know Howard Shultz. Real or not, Howard has acknowledged that Starbucks does have a lot of opportunities right now...in training, the growth rate and so on--and that is the first step. However, there are many of us that are tied to the roots of this company. I would hold the passion and dedication of many of the partners I know against any other company out there...it's because we get it. We've read "Pour Your Heart Into It," we know the history and we feel personally connected to Howard. A lot of our baristas and shift supervisors don't have that connection, and it's up to us store managers to help them establish it. I have faith in Howard, and without a doubt, he will restore us back to greatness, and then keep pushing us foward.

I have been spending way too much time at Starbucks for the past ten years (trying to reduce my time now), but one thing that I have never noticed on any of these blogs is something about SM's. When they first come to a location they are highly visible. Then as they get everything situated the way they want, you never see them!! Maybe on a Saturday or really early in the AM. But my guess is that there is NO WAY they are working 40 hours. I guess you could call that good management, if it's working, but it's not. There needs to be more emphasis on training and staffing. A lot of times a SM or ASM could take the place of the extra one or two baristas in slower stores during peak times. The overstaffing just makes the employees more inclined to talk about customers or gossip about other baristas instead of doing their job. They need supervision. If they don't have it, the service gets worse. Just an opinion, not meant to offend anyone; and, certainly does not apply to the good managers and busy, productive stores.

It's been fascinating reading all these comments, and to see the passion that some of you have for your employer. As a customer, I have to say that I just don't think Starbucks coffee is that good anymore. Maybe the machines are different, maybe the baristas aren't as well trained, maybe something else is going on. But when I'm paying $3+ for a tall latte, I want it to taste like a latte, not like watery coffee. I don't think Starbucks is relaxing either.

Just my 2cents.

[klo]

starbucks is NOTHING of what it used to be. working there made me the coffee snob i am today but after being out the company for over 4 years i can say with great confidence that the starbucks of yesterday was so much better than today's. generic, heartless, soul-less, plastic, Mcdonalds of the coffee industry, is very sadly what it has become.

:((((((((((((((

[Lambsy]

I love coffee but the only time I visit a Starbucks is if I am desparate.
Of course, it wasn't always so. I used to enjoy Starbucks about 10 years ago. But, given the many choices for coffee that are now crowding the market, why would you go there? the coffee is comparatively tastless.
Having said that, my last visit was in Tokyo in January this year. I went there because I could understand the menu and I needed to seek refuge from the cold.
So, all you defenders, change my opinion. Go back to basics, follow the principles of good coffee making, take pride in your work, and you will get me (and countless) others back. I'll be keeping an eye on you ...

[Coffee Drinker]

Ok - first of all, it's SAD that I have to share my comments on here because there is no customer feedback forum at Starbucks.com. I am only hoping that someone from the organization actually reads this. Secondly, if Starbucks actually bothered to ask customers about why they're dissatisfied, then they wouldn't waste time and money on an overhaul that focuses on the wrong things!
Of course I care what coffee tastes like, but at 8 am when I'm facing an hour commute in Los Angeles, the last thing I need is to wait 15 minutes for a cup of coffee and end up with a parking ticket because the staff can't keep things moving. So my main issue these days is speed.
The next issue is the staff. The turnover rate is crazy, but even those who manage to last a little while can't remember the names of regular customers. I used to be warmly greeted by name, and everyone knew my drink. Now, despite my daily appearance, I am always confronted by a poised sharpie, a quizzical look, and "Name?"
And lastly, if I get a Venti iced latte, I get 3 shots of espresso and some milk for $3.55. Yet, if I get a grande iced latte with an add shot, I get the same amount of espresso and less milk for $3.85. So, starbucks gives me less, and I pay more? Figure it out.
The Starbucks "experience" or whatever has become an exercise in patience and tolerance, and it's become a risk I'm not always willing to take anymore.
Maybe at 3:30 on a Saturday I want to see shots of espresso going into a glass before they reach my cup, but not before 9 am on a weekday.
But, hey, what do I care? There's a new place across the street that just opened that is happy to have my business and makes a damn good cup of coffee.

[Kiel]

From a customer's point of view, I decided to write a blog posting about my feelings about how the Starbucks experience seems to be "cheapened."

http://kiel.graceconnect.net/2008/02/27/the-way-i-see-it-starbucks-losing-its-appeal/

To those of you partners out there who are truly into Starbucks and devoted, keep it up!

[Lane]

I too hope someone from Starbucks corporation reads these blogs. My family is a true family of coffee drinkers,and we were very happy with the Starbucks experience. My daughter worked for Starbucks until recently. She was one of those wide-eyed youngsters, who was so appropriate to be a barista. She loved Starbucks corporation and had aspirations of opening her own store, hopefully out in the Lake Perris CA area. She worked as a barista with many accolades and became a shift leader at a newly opened store in our area. She was on her second or third night closing as a new shift lead. This new store was in the parking lot of a newly opened theater and had an extremely busy existence. It was after 11 pm and the store was closed, the kids under her were antsy to leave and the constant disruption of people going through the closed drive-thru was slowing the closing procedures. My daughter was never informed how to slow down the drive-thru, and the other stores she worked didn't have this problem. This was the night my daughter made a decision that changed her life. She parked her car in the drive-thru, of the closed store, and was terminated for it. The next day,she recieved a call from the store manager, and was told not to come to work that day. She was not told anything but went back to the store as ordered a few days later. The manger met with her and had a corrective action form and informed her it was against Starbucks policy to park in the drive-thru. My daughter informed her the store was closed, and she did not know how to slow down the traffic. The manger then called the district manager and then asked my daughter if she could come back later. When they met later, they terminated her. My daughter's and I have looked through all Starbucks training manuals, barista and management and cannot find anywhere that you cannot park a vehicle in a closed drive-thru. My daughter, at first, had some represenation at Starbucks and then they quit working for her. I recently went by this particular Starbucks, and found a car parked in the drive-thru (in which I have pictures) in order to keep the cars from the theater from coming through. If my daughter was terminated for this infraction, at this store, why is it now OK to do this? I am questioning whether this was lawful termination. My daughter LOVED her job at Starbucks, it was her type of environment. Starbucks lost a great employee in her, all they would have needed to do was ask her previous managers and look at her awards. My daugheter recently reapplied at a Starbucks, willing to work up from the bottom again, because she liked working in the field of coffee...but guess what? She was blacklisted by the company.

[Lane]

Now after reading some of these blogs it seems to have a repeat mantra. Many talk about the turn over rate of the employees. I posted the previous blog about my daughter. Starbucks should build up their good employees, like my daughter, those who want to work there. My daughter knew her regulars, would have their orders started as they walked in, and recognized their voices when in the drive-thru. Her regulars always knew they could count on a great friendly environment when she was there.