Title: Kickstart Your Starbucks Experience: Purchase or Depart
Starbucks has introduced a new code of conduct, announced on Monday, as part of CEO Brian Niccol's strategy to attract customers, boost flagging sales, and improve workforce relations. This policy applies to all North American stores and will be displayed on store doors.
According to a Starbucks spokesperson, "This is a sensible move that helps us prioritize our paying customers who wish to relax in our cafes or use the restroom during their visit. By setting clear guidelines for behavior and space usage, we can create a better environment for all."
Notable alterations include banning panhandling, discrimination, and outdoor alcohol consumption or vaping. The updated policy, available online, will undergo employee training.
Starbucks is also offering incentives for customers to dine-in instead of ordering for takeout. Exclusive perks include free refills for in-store orders and beginning January 27, a free hot or iced coffee refill in customers' personal ceramic mugs or reusable glasses. Previously, these bonuses were limited to Starbucks' loyalty program members.
Underlying Motivations
The limited restroom access is a response to the absence of public restrooms in many US cities and suburbs, forcing private establishments like Starbucks, McDonald's, and others to fill the gap.
The open-door policy, commenced in 2018, drew attention to Starbucks as a "third place" between work and home, attracting potential customers. However, over time, this policy posed challenges for employees and customers alike.
The policy's criticisms started in 2018 when two Black men were detained at a Philadelphia location for allegedly waiting for a friend while asking to use the restroom. Lack of bathroom access was reportedly only for paying customers. The event became a public relations fiasco, caught on camera, and sparked widespread boycotts.
In 2022, former CEO Howard Schultz suggested that maintaining open bathrooms could be challenging due to the rising mental health concerns, which posed risks to staff and customers. As a result, numerous locations were closed due to safety concerns, primarily located in downtown areas.
This week's changes are part of Niccol's objective to uplift the struggling chain. He aims to reaffirm Starbucks' roots as a "community coffeehouse" with comfortable seating areas and clearer separation between "to-go" and "for-here" service.
"We have collectively acknowledged falling short," Niccol said in September. "Our duty is to elevate the in-store experience – making our spaces reflect Starbucks' distinctive ambiance, aromas, and sounds."
The new code of conduct also includes incentives for customers to dine-in, offering free refills and exclusive perks for using reusable mugs or glasses. This food business strategy aims to boost sales and improve customer satisfaction.
Starbucks, recognizing the challenges posed by their open-door policy, has now implemented a more stringent food business code, banning activities like panhandling and outdoor consumption of alcohol or vaping to ensure a safe and pleasant environment for their customers and employees.
