Hey Starbucks!
I certainly can’t blame why I left on this outgoing CEO (Laxman Narasimhan) - he came in after the fact. But, certainly, the consecutive ~50c jumps in price didn’t exactly win me over. Seemingly every time I bought a coffee, it went up that much (I even used to comment jokingly on it to the baristas).
Nor did it help support my continued patronage that the membership card was invalid just across the causeway, or even at Changi airport!
Granted, that is not unique to Starbucks. I have a similar bugbear with Subway and Amazon: for membership on a tiny island like this, it hardly seems rational or fair that the membership privileges are restricted to national borders. Compare that utility to such membership in any other country… Subway was, to my mind, worse, of course, with (from what I was told) multiple franchisees meaning that membership at one Subway didn’t work at another even in the same country!
But, what killed it for me with Starbucks was having my gold card stripped because I wasn’t buying enough coffee - during the Covid lockdown!
When I pointed out the absurdity of this to Starbucks here, I was told to just buy enough coffee to make up the points (basically ALL of the points) in the next couple of months and it’d be restored! That was close to year-end and still under Covid restrictions…
Then we have the fact that the “recipes” kept changing (the coffee taste got worse in my opinion), the cakes etc were (again, in my personal view) generally quite awful, stale and overpriced…but, we also even have memes purporting that a Vente and a Grande hold the same volume (I never tried the experiment, but what a horrible bit of social media)…and the business guru chants about Starbucks being more of a bank than a coffee joint…and the whole internet debate about the uncontrolled caffeine addiction concept of the melusine/siren logo…
So, a bit of a rant, but in a nutshell: Starbucks has and has had problems beyond and before this CEO, and I’m unsure if the Chipolte (Brian Niccol) method is gonna help…
“Reach out and touch faith”, sang Marilyn Manson.
I say “reach out and pay me” (or, at least some of your once loyal bottoms-on-seats-lips-on-cups coffee fans) and ask us! We might actually know more about some stuff than your new or old leaders…certainly, we’d have a valuable alternate view for the chain to consider…
Bilingual Learning Experience Designer | Design Thinking Professional Designer | Workflow Learning Designer | Advisory Instructional Designer at KTSA | Book author: “Delegar… ¿Y cómo le hago?” Bookboon.
3moLet us know when this initiative comes to Mexico, please.