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PANIC buttons have reportedly been installed in a select number of Starbucks stores as chiefs crack down on customers that loiter.
Brian Niccol, who assumed the role of CEO in the fall of last year, is in the process of rolling out a raft of changes that will impact the chain’s network of stores in the US.
The chain’s open-door policy, which was a feature for seven years, was formally ended earlier this month.
This means Americans must buy items if they want to use bathrooms, for example.
And, the company is cracking down on shoppers who spend a lengthy period of time using free Wi-Fi but only buy one drink.
Such loiterers have been described as laptop lurkers.
But chiefs have gone further and installed panic buttons in five stores, according to the Telegraph.
When the panic button is pressed, a security procedure kicks in.
“It is simply a switch that locks the front doors from behind the bar in case of emergency,” a representative told The New York Post.
The open-door policy was reversed – just months after Niccol outlined his aspirations for the company.
In an open letter to shoppers and stakeholders, he vowed to make Starbucks the “community coffeehouse.”
The lengthy note, seen by The U.S. Sun, is titled “Back to Starbucks.”
“We’re committed to elevating the in-store experience — ensuring our spaces reflect the sights, smells and sounds that define Starbucks,” he wrote.
“Our stores will be inviting places to linger, with comfortable seating, thoughtful design and a clear distinction between ‘to-go’ and ‘for-here’ service.”
He stressed how stakeholders have an “opportunity” to make the coffeehouse better for its consumers.
“Our stores have always been more than a place to get a drink,” he said.
Brian Niccol’s letter to Starbucks shoppers
BRIAN Niccol, the former CEO of Chipotle, assumed the role as chief executive officer at Starbucks in September. He penned a letter to Starbucks stakeholders and customers outlining what he wants to achieve.
He said: “In each conversation, two truths emerged: First, Starbucks is a beloved brand with wonderful people. We are woven into the fabric of people’s lives and the communities we serve.
“Second, there’s a shared sense that we have drifted from our core. We have an opportunity to make the store experience better for our partners and, in turn, for our customers.
“Our stores have always been more than a place to get a drink.
“They’ve been a gathering space, a community center where conversations are sparked, friendships form, and everyone is greeted by a welcoming barista.
“A visit to Starbucks is about connection and joy, and of course great coffee.
Many of our customers still experience this magic every day, but in some places — especially in the U.S. — we aren’t always delivering. It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic.
“These moments are opportunities for us to do better.”
Niccol outlined four visions that he wants to achieve:
- Empower baristas to take care of customers
- Turning Starbucks into the community coffeehouse
- Delivering outstanding food and drink on time
- Telling the story of the brand
Source: Starbucks
“They’ve been a gathering space, a community center where conversations are sparked, friendships form, and everyone is greeted by a welcoming barista.”
Niccol revealed the company will be improving its app for mobile orders.
Starbucks bosses have announced a series of changes that customers will start to notice.
Condiment stations, which were axed from coffeehouses during the Covid pandemic, will make a return.
This means shoppers will be able to put extras such as creams and sugars into their morning coffees.
COFFEEHOUSE CHANGES
Menus continue to be streamlined after bosses axed Oleato olive oil drinks last year.
The olive oil drinks were removed from menus in November – less than a year after they made an appearance.
The number of items on menus is set to be cut by 30%.
And, digital menu boards will gradually start appearing at coffeehouses.
Customers that sip on their coffees in stores will be entitled for free refills, as per Axios.
But a representative confirmed that the promo only applies to select drinks.
Refreshments like cold brews or iced teas are excluded.
In an earnings call yesterday, Niccol presented an optimistic vision.
“Despite near-term challenges, we have significant strengths and a clear plan,” he said.
