Starbucks In-Store Barista Training and Stuff
SEATTLE–(BUSINESS WIRE)–In one of its most significant efforts to transform the company and reignite its connection with customers, today Starbucks (Nasdaq:SBUX - News) is conducting an unprecedented in-store education and training event for more than 135,000 partners (employees) in U.S. company-operated stores. As part of this major customer-focused initiative, Starbucks is also introducing a promise to exceed customers’ expectations by delivering the perfect drink every time.
When customers arrive at their Starbucks store tomorrow morning, they will be greeted with the following promise:
“Your drink should be perfect, every time. If not, let us know and we’ll make it right.”
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I’m really amazed at the number of stock analysts who are buying into the propaganda. Folks, don’t be naive, it’s just propaganda.
For those of you out of the loop, let’s review the basics:
1. All Starbucks retail partners go through extensive training: Star Skills, Brewing the Perfect Cup, Diversity Training, Bar Class and who knows what else has been added to the list since I worked there.
2. The automated espresso machine, built by Thermoplan, has limited adjustments. The unit has a programming card, but the employees don’t have access to that. A barista can make adjustments to the grind, but even in the hands of an expert, the highest quality drink possible on this machine, is still somewhat mediocre.
3. When I worked in the stores over a decade ago, if your drink wasn’t perfect, you got a new one AND you received a Starbuck (a free drink coupon).
So what training is being offered in the stores? Further training on adjusting the grind? A dissertation on pushing the steam button? Advanced theory of pumping syrup in the cup? What new policy about “just say yes” can be implemented that is not already implemented?
What I picture will take place during this training, after having sat through several snore sessions, aka Howard Schultz speeches, is an automatonic reiteration of Starbucks Mission Statement from Howard, wherein “passion” will be blurted out no less than 3 times per sentence and where all of the weight of fixing this company’s ills will be placed on 7 dollar an hour employees.
Your comments are appreciated… ~S
(1) http://biz.yahoo.com/bw/080226/20080226006641.html?.v=1