I've blogged about this before, but I'm going back to the problems at Starbucks again with today's post.
Starbucks has a new CEO who is talking about how the coffee shop experience is broken. Many aspects of the Starbucks mobile ordering process are broken. Well, the ordering process is fine… it's the fulfillment process that needs improving.
Most of the time, after I order from a location that's a few minutes away, Starbucks stores often make my Nitro Cold Brew before I arrive. It's based on the queue of other drinks, but if I'm a five minute walk or drive away, that usually works out.
Hear Mark read this post — subscribe to Lean Blog Audio
But, some stores claim they don't like to make the Nitro until they know the customer is there, so it “doesn't go flat” (which honestly isn't a concern, but they think it is).
They think they're showing concern for quality, but they're talking about the initial Guinness-like cascading of the nitrogenation. That's cool to look at (as seen below), but the beverage is hardly flat when that's done. I sometimes nurse one of these beverages for an hour, and that foamy creaminess is still there. The drink gets warmer, but it doesn't go flat.
The other day, I went to my local store with a neighbor for a coffee chat. I was going to order in person, but the store was overwhelmed. Nobody behind the counter would make eye contact or greet us, let alone come take an order. I'd call that a staffing policy problem, not a barista problem.
So, I stood there and ordered through the mobile app — right there in the store. They were busy, so it took them about 10 minutes to make my neighbor's plain black coffee.
I was still waiting for my Nitro. A few minutes later, the app notified me that my drink was ready. But it wasn't on the counter.
So I asked about it. “We don't make that until you're here.”
I was there the whole time!
They have no way of knowing if or when I am there. That process decision makes no sense and it can't be executed. The Starbucks app and GPS don't ping them that I've arrived.
I asked the barista, only half-jokingly, “Am I supposed to come in and wave my arms and announce that I'm here for a Nitro??”
The answer was, “You could do that.”
The process doesn't make sense. The inconsistency at this store (and others) doesn't make sense.
Please don't criticize me for ordering a $6 coffee.
Updates
I visited a few more Starbucks stores. Again, it's so inconsistent from store to store. At one, they made the Nitro for me without me having to ask or announce myself. At another, I saw them put the empty cup out on the counter. I guess that was my prompt to ask about it.
The store manager told me that it's supposed to be the standard process for stores to wait to make the Nitro “until we know you are here.” It's because “we care about quality.”
Again, they don't have a process for knowing that you're there.
And I don't think they are defining quality the way this customer (me, anyway) defines quality.
I still don't understand why they're willing to let a Frappucino start to melt… or let a hot drink start to get cold… they'll make those drinks in advance, but not the Nitro?
I might have to stop drinking Nitros… it's not worth the hassle when I think about the overall experience.
Some Updates From Other Visits
I tried again with mobile ordering at a store in another city. This location put an empty Nitro cup out on the counter with my name on it.
That at least provided a visual signal that they were ready to make the beverage. I was there and happened to notice. So, I said something about being there, which led to the drink being made right away.
The manager was sitting near by and I asked him about this process and the inconsistency from store to store. He told me that the standard is supposed to be “wait until the customer arrives to make it… because of quality.”
They really seem hell bent on the customer seeing the cascading nitrogen effect. I still think they don't understand quality.
Drive Thru Works Better
In another visit, I ordered using the mobile app, but specified that I would be coming through the drive thru lane to get it.
When I pulled up to the order taking box, I said, “Mark with a mobile order.” It makes sense to announce yourself there, but not when you enter the store. They probably used my prompt to pour the Nitro and they had it ready for me when I got to the pickup window.
Or, who knows, maybe they had made it in advance and it was just sitting there already!
The App Should Give Guidance
My final thought on this is that the mobile app should give proper instructions about how to pick up a Nitro cold brew. After the order checkout has been confirmed, it should say something like “We prefer to not make the Nitro until you arrive, so please let a barista know when you are there.”
That would work better, but I still think the app should allow you to customize your preference to:
- Wait until I arrive to pour it
- Go ahead and pour it ASAP
Different customers define value and quality differently…
Lean Lessons for Starbucks Mobile Ordering Improvement:
While Starbucks' mobile ordering platform offers convenience, my recent Nitro Cold Brew experiences reveal opportunities for improvement through the application of Lean principles.
1. Standardization of Procedures
Inconsistency in order fulfillment across different Starbucks locations creates confusion and diminishes the customer experience. Implementing standardized procedures, particularly for beverages with unique preparation requirements like Nitro Cold Brew, is crucial. This includes:
- Establishing a uniform approach to Nitro Cold Brew preparation, communicated clearly across all stores.
- Implementing visual cues to signal order readiness (or drink making readiness), enhancing transparency for the customer.
- Training baristas to proactively communicate with customers, especially regarding potential delays or specific instructions.
2. Prioritizing Customer-Defined Value
While the visual appeal of the nitrogen cascade is noteworthy, prioritizing it over fundamental aspects of beverage “quality” may not align with customer preferences. Starbucks should prioritize:
- Timely order fulfillment to minimize customer wait times.
- Accuracy in order preparation to ensure customer satisfaction.
- A consistently pleasant and efficient customer service experience.
- Serving all beverages, including Nitro Cold Brew, at optimal freshness and temperature.
3. Alignment of Resources with Demand
Understaffing or inefficient workflows can lead to delays and negatively impact the customer experience. To optimize service levels:
- Utilize data-driven demand forecasting to adjust staffing levels proactively.
- Conduct process mapping to identify and address bottlenecks in order fulfillment.
- Implement cross-training to enhance employee flexibility and responsiveness.
4. Seamless Technology Integration
The mobile app should be a tool for enhancing the customer experience, not a source of confusion. Key improvements include:
- Providing real-time order status updates to maintain transparency.
- Incorporating customization options for drink preparation, empowering customer preferences.
- Offering clear and specific instructions for order pickup.
- Enabling direct communication channels between customers and baristas for improved clarity and service.
By embracing these Lean principles, Starbucks can elevate its mobile ordering platform from its current state to a model of efficiency and customer satisfaction.
What do you think? Please scroll down (or click) to post a comment. Or please share the post with your thoughts on LinkedIn – and follow me or connect with me there.
Did you like this post? Make sure you don't miss a post or podcast — Subscribe to get notified about posts via email daily or weekly.
Check out my latest book, The Mistakes That Make Us: Cultivating a Culture of Learning and Innovation:
See Mark, if you got a $2 black drip coffee from Dunkin, you wouldn’t have these process problems!
It’s just Design for Manufacturing—eliminate all of those “non-value added” steps in making your cuppa and those baristas could turn out way more product!
Or I have learned that the canned Starbucks nitro coffee is about the same price, it takes just a few seconds to pour, and I can do it at home.
Join the LinkedIn Discussion:
The previous CEO made a big deal about getting trained and certified as a barista, with the plan to work in the stores.
Maybe the new CEO should go on a tour of 100 stores to see how good, bad, or inconsistent the experience is.
Another location today… they made the Nitro in advance of my arrival (just as I would want it… but against Starbucks policy?).