Starbucks is trying to reestablish itself as a community coffeehouse where people want to sit and stay, and it seems to be working so far.
However, part of its approach to creating that environment has raised some eyebrows. When Starbucks announced in January that it was eliminating its “open-door” policy to encourage more people to actually make purchases in order to stay or use its bathrooms, many were shocked.
According to spokesman Jaci Anderson, the new regulations were set to help prioritize paying clients. She stated that numerous other retailers follow similar guidelines.
“We want everyone to feel welcome and comfortable in our stores. Implementing a Coffeehouse Code of Conduct is something most retailers already have and is a practical step that helps us prioritize our paying customers who want to sit and enjoy our cafes or need to use the restroom during their visit,” said Anderson.
“This means our cafes, patios, and restrooms are for customers and partners,” Anderson continued. “By setting clear expectations for behavior and use of our spaces, we can create a better environment for everyone. These updates are part of a broader set of changes we are making to enhance the cafe experience as we work to get back to Starbucks.”
The new guidelines reversed an open-door policy put in place in 2018 after two Black men were arrested at a Starbucks in Philadelphia while attending a business meeting. The event, captured on film, went viral on social media, sparking nationwide outrage and demands to boycott the chain, prompting Starbucks to apologize and temporarily close 8,000 company-owned stores for mass employee training on countering racial bias.
Starbucks’ ‘Sit and Stay’ Approach
According to Axios, however, the company’s “sit and stay” approach may actually be working, but for other reasons. For instance, the outlet noted that the company is encouraging its customers to use ceramic coffee mugs or glassware when purchasing drinks in-store by offering free refills on the same visit.
Per the company, over the last three weeks, “the number of customers who choose ceramic mugs and glasses to sit and stay in cafes has on average increased by more than 3X in the U.S.”
According to the outlet, the move was inspired by a sharp decline in foot traffic as well as a desire for the company to return to its roots. Tressie Lieberman, chief global brand officer, claimed that this is part of Starbucks’ overall goal of “leaning into our coffee culture.”
“We’re reestablishing Starbucks as the community coffeehouse and reintroducing Starbucks to the world,” she said.
Other moves the coffee chain has made to meet this goal include bringing back the condiment bar and taking away the fee for nondairy milk.
When asked how else the company plans to convince people to sit and stay a while, it told the outlet that it intends to bring back “more comfortable seating and spaces to ensure our stores are a place where customers want to sit, work, and meet.” Starbucks has been testing new store designs across the U.S., which include “expanded seating options, power outlets, and abundant food displays” as well as locations with “more separation between the cafe and mobile order experience.”
