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.
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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.
Lean Lessons for Starbucks Mobile Ordering Improvement:
- Establish Standard Work: Consistency is key. Clear, standardized processes across all locations ensure predictable, high-quality service.
- Focus on True Customer Value: Quality should be defined by what matters to the customer, not misguided concerns that add no real value.
- Align Staffing and Workflow to Demand: Ensure staffing policies and workflows are designed to handle demand effectively, preventing bottlenecks and improving flow.
- Integrate Technology Seamlessly: Technology should enhance, not hinder, the process. Ensure systems are aligned with how customers interact to avoid confusion.
By applying these Lean lessons, Starbucks can reduce waste and create a more consistent, customer-centered experience.
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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.
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