Starbucks is reportedly testing new strategies to manage customers who frequently visit the coffee chain without making purchases. According to reports, the company has even installed panic buttons for staff to use.
The multi-billion-dollar corporation continues to clamp down on patrons who take up seats or attempt to use its facilities without buying anything. Employees in the US have been issued new guidelines on how to handle customers who try to use the restroom or refill water bottles without making a purchase.
According to a report by the Telegraph, baristas are receiving training in conflict de-escalation, and panic buttons have been installed in several stores. This is said to be part of a trial to find the best solution to the issue.
Based on information published by Business Insider, Starbucks reportedly announced earlier this month that it would no longer allow customers in its American branches to use its amenities for free. This move is part of new CEO Brian Niccol’s effort to rejuvenate the business.
The globally recognised coffee shop chain once maintained an ‘open door’ policy. This news comes amidst a broader pushback against customers who spend hours in coffee shops, often exploiting free Wi-Fi but not spending more than the cost of a single coffee in many instances, reports the Mirror.
As well as preventing shops from profiting by turning tables, the presence of so-called laptop lurkers has been criticised for creating a dull atmosphere in bars and coffee shops, and making them less sociable. Niccol, who formerly led Chipotle, is determined to transform Starbucks back into what he calls a “community coffeehouse”.
The brand has grappled with challenges in recent years, losing some custom due to raised prices and others boycotting over purported links with Israel and the Gaza genocide. Starbucks has fiercely denied these accusations, asserting that it has never made donations to Israel or its military, attributing such beliefs to online misinformation.
Despite this, Starbucks’ move away from its welcoming ethos could foresee difficult interactions between employees and guests. A staff member revealed to Fortune magazine: “We know that these situations are going to happen more frequently in our store.”
In an open letter to clients when taking office, Mr Niccol conceded the company’s flaws, recognising: “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.”
Yet, after a change at the top, Starbucks’ stock value leapt. This was despite ongoing criticism, notably from environmental campaigners berating the decision to let CEO Mr Niccol commute between his home in California and the company headquarters in Seattle.
As of April 2024, Starbucks had around 1,168 stores in the United Kingdom. This includes both company-operated and franchised stores.
A representative for Starbucks clarified: “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”.