Starbucks is implementing changes to its open-door policy, requiring customers to make a purchase in order to hang out in its coffee shops or use its bathrooms. The company announced this reversal of policy in a letter to store managers and above, with the changes set to take effect on January 27. The decision is aimed at prioritizing paying customers and improving the overall environment of Starbucks coffee shops.
According to Starbucks spokesperson Sam Jefferies, the goal of these changes is to ensure that everyone feels welcome and comfortable in their stores. By establishing clear expectations for behavior and the use of their spaces, Starbucks aims to create a better experience for all customers. These updates are part of a broader set of changes being made to enhance the cafe experience as Starbucks works towards a revitalization.
The shift in policy comes shortly after Brian Niccol took on the role of CEO and emphasized the need to make the in-store experience more inviting. Niccol outlined a four-part strategy to revitalize the brand and reestablish Starbucks as “the community coffeehouse.” The focus is on creating inviting spaces with comfortable seating, thoughtful design, and a clear distinction between “to-go” and “for-here” service.
As part of the changes, Starbucks will now offer free refills for hot or iced coffee to customers who have made a purchase and wish to stay longer. Additionally, a new store code of conduct will be posted in North American stores, prohibiting discrimination, harassment, smoking, vaping, alcohol, drug use, and panhandling. Employees will receive training on these new initiatives to ensure a positive experience for customers.
The decision to reverse the open-door policy follows incidents of loitering and crime in some Starbucks locations, prompting concerns about safety. In response to these challenges, Starbucks has been gathering feedback from employees on how to enhance the customer and employee experience. Niccol expressed a desire to reclaim the cafe dining room environment and create a sense of pride among employees in their workplace.
The open-door policy was initially implemented in 2018 after two Black men were arrested at a Philadelphia Starbucks while waiting for a business meeting without making a purchase. However, in recent years, Starbucks has faced difficulties as employees struggled to manage loitering and safety issues in some stores. The decision to change the policy and prioritize paying customers reflects a shift towards creating a more welcoming and inclusive environment for all patrons.
In conclusion, Starbucks is making changes to its open-door policy to prioritize paying customers and enhance the overall cafe experience. By setting clear expectations for behavior, offering free refills, and implementing a new store code of conduct, Starbucks aims to create a welcoming and comfortable environment for all customers. These changes align with the company’s goal of revitalizing the brand and reestablishing Starbucks as a community coffeehouse under the leadership of CEO Brian Niccol.