Why I Gave Up on Starbucks
I used to be a huge fan of Starbucks. The first time I walked into a Starbucks, I was mesmerized by the wonderful smell of coffee, the abundance of comfy, upholstered chairs and couches, the beautiful smiling baristas serving a tasty Mocha with a huge smile and a meaningful “How are you today?”
Things clearly change over time. Unfortunately, Starbucks has become the very corporation that they saved us from so many years ago.
1. Now, you walk into a store and smell chemicals.
2. Now, the abundant comfy furniture and carpet have been replaced by hard chairs, tiled floors and if lucky, one or two arm chairs.
3. Now the original Starbucks Gold club card that I enjoyed 10% discount, free drink customization, wifi, and other perks, has slowly been dismantled to simply be a frequent buyer’s card. The latest nail in Starbucks coffin is the introduction of wifi to the general masses that doesn’t even work. Clearly Starbucks gave out and decided they couldn’t, slowly taking the perks away without offering anything innovative in return… my loyalty is rewarded with a frequent buyer’s card.
4. Now the “How are you today?” is no longer sincere. Drinks are rarely presented with a smile. Instead, we see overworked Baristas trying hard to keep up with demand, yelling names out even though you are standing right in front of them.
5. Now the music is odd and doesn’t inspire productivity. Before, we were treated to jazz, but today, something folkie and modern, played WAY too loud. When I step into Starbucks, I don’t want to step into a folk music concert.
6. Getting help is about the manager. Before, Baristas took some of the responsibility and resolved issues quickly and happily. Now, we are told to wait for the manager who doesn’t always know the answer.
7. Instant coffee from the company that saved us from instant coffee? Yes, it is true and while I was taken aback by its introduction, the truth is that it is quite good. Innovation can be good, but I still can’t quite get over instant coffee at Starbucks when they awakened the masses to freshly brewed coffee.
8. Starbucks wants to serve wine. If this is true, I will never return to a Starbucks location. To walk into a store and smell wine while sipping my coffee is only going to be an unpleasant experience. I recall being stuck on a flight from Frankfurt to Dulles, next to a woman who constantly consumed red wine. The smell of the wine made me want to vomit. Starbucks, please, please, please don’t do yourself more damage and make me smell wine when I drink coffee.
Clearly the Starbucks experience has changed as all corporations do. Starbucks has joined the ranks of McDonald’s and Domino’s Pizza in the quest to deliver a mass produced product in a sterilized environment as quickly as possible. Innovation took a backseat to replicating the fast food experience.
The very core of the Starbucks experience has been stripped away by corporate investors and rewarded with non-innovative frequent buyer’s cards. There is nothing new and innovative here and I must give up on Starbucks to deliver what it mastered so well, a welcoming experience to enjoy coffee in and be productive that rewarded my loyalty.