Krakow, Poland – Starbucks has announced a new initiative called the “Siren Craft System” in hopes of revitalizing its 10,000 stores worldwide. The system aims to streamline barista tasks and improve customer service by making production processes more efficient. The plan includes modifying the order in which hot and cold drinks are made and will be implemented in over 10% of Starbucks stores in North America by the end of July.
The coffee chain has been facing challenges, with a recent decline in same-store sales and foot traffic. CEO Laxman Narasimhan acknowledged the need for improvements in store operations to address issues such as incomplete orders and declining customer visits. The introduction of the “play caller” role in Starbucks cafes aims to alleviate bottlenecks during peak hours and unforeseen rushes.
By changing the sequence in which drinks are made, Starbucks hopes to reduce wait times for customers and enhance the overall experience. Additionally, the company plans to introduce new equipment, such as custom ice dispensers and faster blenders, to further expedite the drink-making process. This investment in equipment, coupled with revamped training processes, is expected to lead to significant returns on investment.
The Siren Craft System is a result of feedback from Starbucks workers, who identified challenges that hindered their ability to interact with customers and create beverages efficiently. One barista mentioned that the new process has improved the flow of orders, resulting in faster service for both in-store and drive-thru customers. Starbucks also plans to expand mobile order and pay services to third-party platforms to reach a broader customer base.
Overall, Starbucks aims to address staffing and scheduling issues that have been raised by employees, particularly those advocating for unionization. The company has been working towards resolving these concerns over the past two years. With strategic changes in store operations and a focus on customer satisfaction, Starbucks hopes to see an increase in sales and customer loyalty.