Will the coffee chain’s move to deliver a shot of quality to their offerings only result in longer wait times?
While there’s certainly something to be said for efficient service, there’s a fine line that can be crossed when speed begins to compromise quality. Such is the message that Starbucks received from its customers, who felt that the coffee chain’s quickness and consistency was approaching the level of fast food, an apparently tough pill to swallow when spending $5 for a latte.
In an effort to bring that considered experience back into their cafe’s, the company has begun instructing its baristas to prepare no more than two drinks at one a time regardless of how long the line patrons might be. In addition, employees will only grind beans prior to brewing each fresh pot of coffee, as opposed to preparing large batches in anticipation of the morning rush. As the result of these measures, Starbucks hopes to inject some semblance of “theater” back into their shops, and in the process differentiate themselves from other players in the space, particularly McDonald’s and their line of McCafe beverages.
And though the move happened in direct response to customer feedback, it will be interesting to see how people react to the potentially longer wait times, particularly when all they’re after is a shot of caffeine to help them get on with their days.
[via National Post]