Starbucks’ decision to revive the practice of adding messages and doodles on cups has sparked criticism from both its staff and clientele.
For many, receiving a cup with a cheerful note or a small drawing can be a delightful aspect of their coffee shop experience, offering a brief moment of joy. Personally, as someone who enjoys romantic comedies, I appreciate anything that adds a movie-like charm to my day.
However, Starbucks’ recent initiative is drawing concern because it mandates employees to inscribe these messages on cups, rather than leaving it as a spontaneous gesture.
A promotional video displaying a staff member writing on a cup was posted on YouTube on January 26, titled ‘Not My Name,’ with a description stating: “Every cup is crafted to brighten your day.”
Business Insider has reviewed a memo indicating that Starbucks employees are now expected to write affirmations or messages like ‘you’re amazing,’ the customer’s name, or ‘hello again’ for regular patrons on disposable cups. This initiative aims to ‘foster moments of connection with customers’ and is set for implementation on February 24, with staff encouraged to practice beforehand.
Yet, not all Starbucks employees are on board with the requirement to personalize each cup for every customer.
A TikTok post from a Starbucks worker expressed frustration: “Starbucks requiring us to write on EVERY single cup even during PEAK.”
Another echoed: “When Starbucks’ new rule is that we need to write on every cup.”
A barista informed CNN that the initiative seems ‘forced’ and noted that messages can sometimes be misinterpreted as flirting by customers.
Amanda Rivera, a Starbucks employee in Atlanta, articulated to CNN: “It’s just a lot for workers to have to add to the number of things we’re expected to do. It would be more sincere if I didn’t seem stressed out of my mind making 10 other cups. I don’t want to just write have an amazing day on every cup. Is that really connecting?”
Online reactions have been mixed. One TikTok user remarked: “The new policy is gonna ruin relationships.” Another added: “That’s actually an insane policy what lol.”
On the podcast Rapid Response, CEO Brian Niccol discussed the importance of such details in the ‘retail business’ and ‘customer service business,’ emphasizing that writing on the cup helps Starbucks reach ‘another level of connection’ and creates ‘a little bit of the magic.’
In a previous conversation with CNBC’s ‘Squawk Box,’ Niccol mentioned that the company ordered around 20,000 Sharpies in preparation for this initiative, stating: “What takes that coffee and craft beverage into something really special is the moment that potentially, you have in our store, the community of the store, the moment you might have with our barista or just the moment where you grab your cup and unexpectedly there’s a little smiley face on your cup. It just changes the entire attitude of the customer. […] If you have those little moment of connection, it just adds so much more.”
A Starbucks representative confirmed to Business Insider that writing on cups is being encouraged to create a more ‘welcoming’ environment in their stores.