Major coffee chain Starbucks is launching a new initiative to mark the return to its traditional coffeehouse experience, but the new policy has enraged employees and customers.
Starbucks’ attempt to rebrand is off to a rocky start as a brand new initiative is met with fury from employees.
New CEO, Brian Niccol, has stated a strong intention of steering the company back to its community-first narrative. One part of this strategy is the implementation of a new initiative to encourage baristas to write personalised messages on cups, but it’s already sparking backlash.
Business Insider reported a memo instructing Starbucks employees to write messages on all single-use coffee cups. The memo advised employees that messages could be any simple affirmation and included suggestions like “you’re amazing” or “hello again.”
The initiative is meant to encourage employees to “foster moments of connection with customers.” But workers are complaining the new rule feels “forced” and is just another task among many that they need to factor into hectic peak times and a busy workday.
In a short rant, one poster on the starbucksbaristas reddit page writes: “Writing and doodling on customers cups WAS fun and personal before it became enforced by corporate now its just another soulless, stressful task part of the job.”
While the initiative only comes into full effect today, baristas were encouraged to begin incorporating the practice over the last few weeks. Since then, employees have cited that it’s also been confusing customers who think the messages are an attempt at flirting.
The company shifted its focus over the years to monopolise on mobile orders, but the diluted sit-in experience has resulted in consecutive quarters of sales decline.
Customers who weren’t aware of the company’s ad promoting the new initiative, entitled Not My Name, were particularly confused around Valentine’s Day.
“The new policy is gonna ruin relationships,” writes one TikToker in a video where she fishes her partner’s Starbucks cup out of the trash. Customers are also questioning the point of the initiative. “It was cute and fun when I thought it was spontaneous but I hate that it’s required. Today I got 2 exclamation points on my cup. Why are you forcing your employees to do this?” one wrote.
Starbucks has acknowledged the extra effort required for employees to write on cups, claiming to add extra hours for baristas. Additionally, the initiative saw the company invest in 200,000 Sharpie pens.
Niccol is betting big on this return to tradition. As part of the new initiative, the company released a new ad campaign last week, called “Hello Again.” Set to the anthem, Thunderstruck by AC/DC, the advert is meant to evoke the high energy and atmosphere of a busy Starbucks, showcasing employees “doing what they love”.