From Monday 3 February, in all 11 thousand Starbucks network coffee shops in North America it will no longer be possible to enter to shelter from the cold, rest for a few minutes, use the bathroom or recharge your cell phone. Or better yet, it will no longer be possible to do it for free, that is, without consuming and spending at least a few dollars for a coffee or even a glass of water, since the new policy of the CEO Brian Nicol, in office since last September, even provides for the abolition of courtesy free water. The popular coffee shop chain has revolutionized its concept: in 2018 it was defined as a welcoming environment open to all, where any visitor was a customer regardless of whether they bought something or not, now instead the customers are considered consumers in all respects. In short, they are obliged to consume, after which they will still be able to benefit – as has always been the case – from the free coffee refill. From next week, those who do not comply with the new rules will be able to to be asked out from the shop, without too many compliments.
Starbucks: New Policy to Recover Accounts
The uncompromising line was decided by CEO Niccol for to lift the fortunes of a company, Starbucks, which is not doing well at all, not even in the United States, where in 2024 it recorded the first drop in turnover (-5%) from 2020, the year of the pandemic. However, the choice has already sparked much controversy, first of all by the managers of the coffee shops who will find themselves facing moments of embarrassment if not of real tension, like when in 2018 two men were arrested in a Starbucks in Philadelphia for having demanded to use the bathroom without consuming, before the company clarified the code of conduct. Associations are also protesting who take care of the homeless: for these fragile people Starbucks represents a place of shelter from the cold, which is hitting North America particularly hard this winter: "We realize that it is not Starbucks' fault if there are homeless people, but we are very concerned", he declared to Financial Times Donald Whitehead of the National Council of the Homeless. The unions are also concerned, reporting that the employees themselves will be penalized by the stop to free water.
The condiment box is back and there's something new
On the other hand, to tempt those who can afford it and attract more customers, the chain founded in Seattle has decided to reintroduce the condiment counter available to guests, to be added to the drink just received, and of to offer something new: pistachio drinks, to ride the current trend. However, to increase turnover, a menu item, starting with energy drinks, with the aim of speeding up the selection and therefore waiting times, and serving coffee in a maximum of 4 minutes, according to Niccol's plans. Business is business.
