Starbucks bet on the Mark Cup and Maccodo Art to test the plan of the CEO

(Bloomberg Society) -Monday, when customers walk into Starbucks, the atmosphere will be different.

At least, this is the goal. The staff will ask the guests if they need to drink drinks or take a drink here, and provide the ceramic mug cup for those who want to stay. The barista will be more alert to add a caramel cross -line pattern to Mickey Dot. The pattern consists of seven vertical lines and seven horizontal lines, and ends with a spiral line.

Bathrooms and free water cups will only be opened to paid customers. This policy reversal has caused differences in store employees. Seasoning Bar is about to return. Whether it is a reward member or not, in the case of meeting certain conditions, diners can renew the cup of ice or hot coffee freely. The new program is suitable for stores operating in the United States and Canada.

These changes marked whether CEO Brian Niccol can make the company get rid of the first major test of the first annual sales decline since the outbreak of the Great Popularity of 2020. Some of his plans include persuading Americans to take Starbucks as the preferred place to play again. It is believed that creating a better experience in cafes will attract more customers to linger and open their wallets.

“Perhaps they were originally the caramel Matto, and one hour later they wanted some different things,” said Mark Kalinovsky, president and CEO of Calinovsky Stock Research Company.

After the resolution, rising price, and long waiting time, the number of visits declined rarely. Nichol joined Starbucks in September to save this chain store. He promised to send coffee to customers in the store in four or shorter, and improve the appearance and feeling of Starbucks store over time. Over the years, the company has emphasized takeaway orders through its mobile applications, and even transformed cafes to cancel seats.

Nichor said earlier that he would give priority to providing ceramic cups for the customers in the store, which is one of the “personal styles to improve cafes experience” that he planned to launch. The company stopped providing reusable tableware in 2020 and resumed the following year, but did not work together to provide customers with such services.

KeyBanc Capital Markets analyst Eric Gonzalez said the details such as cups and Macci Dot can help Starbucks indicate that their beverages are worth it. At the end of last year, Niccol promised to temporarily freeze the price and cancel the surcharges of non -milk -made milk after the customer hesitated to the $ 6 of the ice.

“They have a burden,” said Gonzalez. “Maybe one of their ways to improve value cognition is to make the experience better -give you a ceramic cup and make you feel good when drinking it in a cafe. Just like you are watching a episode of” Old Friends “. ”

On Monday morning, at a Starbucks in Chicago, the cashiers who asked the cashiers asked customers if they wanted to leave drinks or take them away. A piece of caramel Macchido and the pakes are installed in duplicated tableware. According to a sign, customers should return it to the tray on the condiment bar.

On some tables, there is a logo announced that as long as the first purchased personal cups that can be used or “use here” can be renewed.

A barista drew the stars on the paper cup. According to a memo seen by Bloomberg, Starbucks will ask employees to add handwriting stipulates on the cup since February 24, but the company encourages employees to start doing this as early as Monday.

Another signs that Nicor ​​pays attention to is that Starbucks recently changed its customer service survey. Two employees interviewed by Bloomberg News said that the chain store no longer asked guests if they agreed with the barista to try to understand them, but asked customers if they had a good experience. The only choice is or no.

When the company announced the first fiscal quarterly income on Tuesday, investors will seek more updates. Analysts expect sales to decline for the fourth consecutive period, but the decrease is slow. Gonzalez said that the threshold is not very high, because investors are still giving Nichor to implement change.

The company said that as part of the Nichor upgrade experience plan, Starbucks’s goal is to use its cafe by paying customers to give priority to their cafes and re -set the expectations of the store that can be accepted by the store. This is a fulcrum of the 2018 policy, which allows anyone to stay in a certain place. The policy was formulated after the two blacks were arrested after waiting for the store. According to the dialogue with the six clerks, this change has caused the barista to disagree.

A manager who did not want to disclose his name recalled many incidents of attacked employees and threw hot drinks at employees. The manager said that the new policy will allow leaders to protect workers and customers.

Rachel McVay, a store manager of Brian, Texas, said the new code of conduct allows the barista to clearly understand how to create a warm environment and give priority to customers. “They can communicate with customers in a clear way, and at the same time, they have empathy and build trust,” McVevi said in an interview arranged by Starbucks.

But Michelle Eisen, a barista and a union leader who represent more than 500 locations, said that because those who need to take refuge have not purchased things, they have rejected them. Essence She also warned that there may be conflicts with customers.

“We are on the front line that must have these conversations with customers, and some of them will not accept this situation,” she said.

On Monday, in Starbucks in Chicago, a man walked into a cafe and paced back and forth. If he did not buy it, the staff asked him to leave. At another place, a barista requested a purchase certificate before sharing the bathroom password. Both the toilet door of the two stores is attached to the logo for customers.

A small number of cafes have equipment. If the bathroom is occupied for a long time, it will issue an alert to the barista. This is a measure to help ensure safety to prevent accidents from accidents in the bathroom.

Starbucks held a three -hour meeting last week to make the barista prepare for these changes. Speaker Jaci Anderson said the company encouraged employees to “enthusiastically recognize everyone in the store and interact with them, treat them well, respect them, and show positive intentions.”

The barista can seek help from the supervisor and manager, and the store can call the law enforcement department when needed. The policy defines customers as those who buy and accompany them. Starbucks said that guests can use the toilet or connect to Wi-Fi before buying things.

(Detailed information of the two Chicago stores from paragraph 9)

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