Forest Hill Village
Starbucks
IMPROVING THE BARISTA EXPERIENCE
Research
•
•
•
•
•

Founded in 1971
Operates in 55 countries
Full time employees as of Aug 2013: 151 000
Total Annual Reve...
See

Hear

Touch

Entice

Starbucks =
Familiarity

-People talking about
Starbucks outside of
Starbucks

Door

Enter

-All...
Improvements:
#1 Customer Service
• From a business standpoint, I believe Starbucks could change how it views customer ser...
#2: Customization
• Starbucks is famous for their language of customizing drinks.

Ex. Half Decaf, solo, Grande, Nonfat, N...
#2 continued…
• Music: Starbucks does not allow its employees to play their own music. They provide preset
playlists we ca...
Ergonomics
• Garbage can next to espresso machine so we don’t have to turn around and walk 4 steps to

throw away the tip ...
Space
• Forest Hill Village Starbucks serves mostly this one little community,

meaning that it is always busy, and all th...
Information
• Pamphlets explaining our naming conventions and describing the best way to
order a drink would simply make o...
References
• http://www.statisticbrain.com/starbucks-company-statistics/
• http://8tracks.com/licensing
A2 ­almasizadeh,parisa-­ocad starbucks-analysis
A2 ­almasizadeh,parisa-­ocad starbucks-analysis
Upcoming SlideShare
Loading in …5
×

A2 ­almasizadeh,parisa-­ocad starbucks-analysis

184 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
184
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

A2 ­almasizadeh,parisa-­ocad starbucks-analysis

  1. 1. Forest Hill Village Starbucks IMPROVING THE BARISTA EXPERIENCE
  2. 2. Research • • • • • Founded in 1971 Operates in 55 countries Full time employees as of Aug 2013: 151 000 Total Annual Revenue in 2012: $13.29 Billion Total Stores in 2012: 17, 572
  3. 3. See Hear Touch Entice Starbucks = Familiarity -People talking about Starbucks outside of Starbucks Door Enter -All the regulars -They’re all regulars - Trusty coworkers! -80’s Music -Chatter -Coffee Sounds -Products: Coffee beans Cups/Tumbler -Coffee -Tall, Whole milk, No water, Chai -I want to go home Engage -Coworkers/friends -Orders all day long -Customers -Complaints -Manager -Manager telling me to take out nose ring -Everyone’s drinks -Coffee machines -Sanitizer -POS system -Coffee beans, though I can’t smell coffee anymore -nothing -a roller coaster from happy to extremely stressed Exit -Regulars.. -complaints -the door -my drink -Chai -Chai Stressed and uptight..too tired to leave -How people think Starbucks is a cool place to work??? -All the cups from Tea.. Can’t stand Starbucks I own, in coffee which I drink tea Tea that is not from Starbucks - I don’t want to go back..but rent Extend Smell Taste Emotional State -Apathetic
  4. 4. Improvements: #1 Customer Service • From a business standpoint, I believe Starbucks could change how it views customer service and their Baristas. Their determination for World Class customer service has gone overboard. Yes, it makes for an awesome experience to have your drink remade if you’ve spilled it even though that’s your fault, but our policies make it so that baristas are disrespected constantly and feel utterly degraded. Their policies and high prices allow for disrespect to their employees. Ex. Customer asks for a 190 degree no foam latte. Barista makes drink a few mm short of the rim. Customer gets mad that we’re cheating them out of product, when really we just don’t want to spill that on our hands because no foam lattes spill on our hands all the time. Barista kindly explains this. Customer is still mad and makes Barista steam more milk even though there are 10 drinks in line. • An improvement would be to still provide great customer service, but allow your Baristas to make certain decisions.
  5. 5. #2: Customization • Starbucks is famous for their language of customizing drinks. Ex. Half Decaf, solo, Grande, Nonfat, No foam, 190 degree, 2 raw sugar Latte. • Starbucks target audience is everybody from all walks of life. We are not to judge them for who they are, and they are encouraged to personalize their drinks. One common complaint from Baristas, and pretty much all my coworkers, is that we are not allowed to show tattoos or piercings, dye our hair any unnatural colour, have crazy haircuts, or look any way out of the ordinary…even though we work in a coffee shop. If customers are encouraged to be unique, why can’t Baristas? Considering probably 98% of Baristas and supervisors are young people and students with a high turnover rate, I believe all Baristas would be happier if the dress code was less… militaristic. In fact, when I show my tattoos and wear my piercings when my manager isn’t around, I get a tonne of compliments and end up talking to customers more because we have something to talk about.
  6. 6. #2 continued… • Music: Starbucks does not allow its employees to play their own music. They provide preset playlists we can choose from. Recently, Starbucks created an 80’s playlist that everyone is loving. It makes working their so much more fun, and dealing with difficult customers so much easier. • Ex. When Baristas play their own music at night when the manager isn’t around… Customers are constantly asking us what is playing because it is so good. • A better experience for everyone would be if Starbucks obtained some sort of licensing with iTunes or some other company. This way, Baristas can play what they want (within reason of course). Even during off peak hours, this would be beneficial. If royalties are too expensive, perhaps Baristas playing their own paid for CDs shouldn’t be prohibited.
  7. 7. Ergonomics • Garbage can next to espresso machine so we don’t have to turn around and walk 4 steps to throw away the tip of a milk bag. We have taken to placing a short cup next to the machine to throw things away, but that is a health code violation and also incredibly wasteful. Every year we waste at least 365 cups. • Shorter counter space at hot bar and especially at cold bar. Syrup pumps are much too far and make it difficult to reach. Everything we use is too far back on the counter, making us have to bend over the counter to reach things like the blender. A smaller ice bin that isn’t incredibly hard to open would also make working easier. • Shorter counter space at POS systems. We constantly have to go on tip toes to see over the pastry case to take orders, and also lean over the counter to hear customers because they don’t speak loud enough and it’s loud behind the counter.
  8. 8. Space • Forest Hill Village Starbucks serves mostly this one little community, meaning that it is always busy, and all the seats are taken by PhD students with their laptops using the place as an office. Most of these people are very, very nice people and we enjoy having them there, so we need to create more space. If we put a counter between the two espresso machines, Baristas could actually use the espresso machines and not have to walk around each other to hand off drinks, making everything much safer and ergonomic. The bar area should be turned into more seating, possibly with plugs. This would create more space, and also more opportunity to chat with customers.
  9. 9. Information • Pamphlets explaining our naming conventions and describing the best way to order a drink would simply make our lives much easier. They could have charts to go through the steps. Not only would our lives be easier, but it would help us provide better customer service. • Ex. Customers constantly order drinks and move on to their next drink without saying a size. By the time we get to ask them what size so we can write it down on the cup, we’ve forgotten their drink and have to go through the whole order again.
  10. 10. References • http://www.statisticbrain.com/starbucks-company-statistics/ • http://8tracks.com/licensing

×