Late last year, Starbucks CEO Brian Niccol announced a series of changes aimed at improving the brand by streamlining operations, reducing costs, and making its cafes feel more welcoming. As part of this initiative, the company has reintroduced personalized messages on coffee cups in an effort to reconnect with customers.
Baristas are now encouraged to write affirmations, well wishes, and even “hello again” for returning customers. While many customers are excited about the personal touch, the move has sparked criticism from some employees.
“It’s just a lot for workers to have to add to the number of things we’re expected to do,” said Amanda Rivera, an Atlanta-based Starbucks staffer and leader of Starbucks Workers United. “It would be more sincere if I didn’t seem stressed out of my mind making 10 other cups.”
Some baristas argue that the forced attempt to build customer connections is slowing down their workflow. “I don’t want to just write ‘have an amazing day’ on every cup,” Rivera added. “Is that really connecting?”
Employees have also voiced their frustrations on Reddit, with one poster saying, “Is it new policy we have to write ALL OF THEM??? That is insane, please guys I can’t wait to quit.”
Others shared similar sentiments, noting that while they start their shift with cute messages, they often revert to simple doodles or leave cups blank when things get busy. “I truly do not want some inspirational quote on my coffee cup. I’m an adult,” one Reddit user commented.
While the new policy may help create a more personal experience for some customers, it seems that not all baristas are on board with the change.
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