![]() While pouring a cup of coffee is only one step, making a Frappuccino is a messy, noisy process with multiple steps.īaristas who spoke with Business Insider said concerns about mobile orders and Frappuccinos wouldn't be issues if stores were better staffed or employees were paid more. "We're running around like crazy."įrappuccinos represent another way Starbucks is attempting to increase sales, but the frozen beverages have also been a source of frustration for baristas. "Obviously, we're not connecting because we have mobile here and we have drive-thru here," the Starbucks employee in Florida said. Employees at some busy locations are forced to deal with bottlenecks when a rush of mobile orders arrive at the same time, something that Engskov and other Starbucks executives have said they're working to address. However, adding mobile orders has changed baristas' workflow. Mobile is a huge growth area for Starbucks. One solution to Starbucks' mobile-order bottlenecks would be to add a pick-up shelf. ![]() He described North Star as a "two-part equation." One is rallying and training employees to form connections, and the other is finding ways for the Seattle corporate "support team" to better support baristas and streamline their work, with fixes such as adapting to mobile ordering growth, making scheduling easier, and adjusting inventory availability. If an employee "stands up for themselves or in any way" or puts a customer "second to something else," they said, "they put their job on the line."Īccording to Engskov, this was not Starbucks' intention. "North Star is basically every customer service culture reinvigoration that we've ever had with an ultimatum attached to it," another Starbucks worker told Business Insider. ![]() However, some employees said they saw the initiative as sidestepping the actual issues facing workers and the company. Starbucks executives say they intended the North Star letter and corresponding meetings to encourage discussions about potential problems and reenergize employees. It's a beautiful thing."Ī barista at a Starbucks in Seoul, South Korea. "At the end of the day, there is one thing that every person on this planet has in common, and that is the human experience. "I think a key differentiator for Starbucks is that emotional connection our partners have to what we stand for, and the fact that we are in the business of human connection," Johnson told Business Insider in an interview in March. Johnson and Engskov are emphatic disciples of the idea that what makes Starbucks special is the ability of its baristas, whom it calls "partners," to form "emotional connections" with its customers. North Star is one of the company's first major initiatives under the leadership of Starbucks' new CEO, Kevin Johnson, who replaced longtime chief executive Howard Schultz in April. "North Star was really created out of an ambition to focus ourselves on what makes the Starbucks experience, the Starbucks experience," Kris Engskov, who is leading the program as Starbucks' new head of US retail, told Business Insider in an interview. Account icon An icon in the shape of a person's head and shoulders.
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