February 28, 2008
by Lisa Baertlein
Starbucks’ decision to close its stores for a few hours of coffee-brewing training on Tuesday got a double shot of media airtime — when it was first announced and the day of the closure — but has it raised the bar on coffee or customer service at the ubiquitous coffee chain’s outlets?
This reporter conducted a highly unscientific poll of five customers, and the exchanges, at a Starbucks in Los Angeles’ downtown, went something like this:
Reporter: “Have you noticed a difference in the quality of your coffee or the customer service today?”
Startled customer: (takes sip of coffee, pauses to ponder flavor) “No.”
Starbucks called the event a success: “We believe that the investment made in this training will have a significant impact on our customers’ experience.”
The fledgling IWW Starbucks Workers Union, however, is in a froth over the training effort — which is part of a plan by returned Chief Executive Howard Schultz to reignite Starbucks’ flagging U.S. growth.
The union, which calls itself a “modest-sized group,” called Tuesday’s three-hour training session a “public relations event directed at consumers rather than a bona fide attempt to improve drink quality or customer service.”
Cole Dorsey, 27, a member of the union and a barista at a Starbucks in Grand Rapids, Michigan, called the training “a ploy”.
“The majority of the people who got that training won’t be here next year,” he said.
A Starbucks spokeswoman said the Seattle company heard from employees who appreciated having a chance to “focus on espresso excellence” and to refresh their skills.
“Unfortunately, the opinions in the IWW press release are those of a small group of people with an outside agenda aimed at promoting themselves and their interests, rather than improving our customers’ and partners’ Starbucks experience,” she said.
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