UBC January 2025 - You can do better, licensed Starbucks Store!

Hello and welcome back to January's UBC. As mentioned yesterday, I want to tell you about our less than stellar experience at my beloved Starbucks, which has left me reflecting on the stark difference between corporate stores and licensed operations.

After a lovely dinner, I suggested skipping dessert at the restaurant and heading to Starbucks for a festive Holiday beverage and treat—a cozy way to end Christmas Eve. Unfortunately, the experience was anything but cozy.

From the moment we walked in, it was clear the staff weren’t focused on customer service. Two baristas were engrossed in a private conversation and didn’t even acknowledge us when we approached the counter. When one finally decided to help, she skipped the usual pleasantries like “hello” or “welcome” and instead opened with a flat “OK…?”

We attempted to order a Gingerbread Latte, only to be told it was unavailable. Then Toffee Nut? Caramel Waffle? No luck there either. All the Holiday beverages were out of stock—a disappointing surprise for Christmas Eve. Instead of offering a cheerful suggestion or alternative, the barista simply shrugged.

Colin settled on a fudge brownie hot chocolate and a cinnamon roll, but we were informed that the oven had already been turned off for the night. This was particularly frustrating since it wasn’t even 8:30 pm, and closing time was officially 9 pm. As someone who loves warm cinnamon rolls, it felt like a small, festive joy was being denied. I opted for cheesecake instead.

Adding to the letdown, we were served on paper plates because the staff had already packed away the usual porcelain ones. In Switzerland, Starbucks typically prides itself on creating a “third place” experience—a relaxing spot between home and work where you can sit and enjoy your coffee with proper tableware. This experience, however, felt rushed and impersonal.

When I attempted to pay with my Starbucks loyalty card, I was informed that it wasn’t accepted because this was a licensed store, not a corporate one. This explained a lot. I remembered that a few years ago, Zurich Airport’s gastronomy operations were taken over by Swiss Prime Site Gastronomy (SPS), which runs various franchises like Starbucks, Pret a Manger, and KFC. 

Unlike corporate stores, licensed stores often prioritize efficiency and cost-cutting over service and the brand’s core values.

To make matters worse, the staff started closing the store’s gate at 8:40 pm—well before closing time—turning away would-be customers. It was disheartening to see the Starbucks name, which I’ve always associated with warmth and hospitality, handled this way.

This experience made me reflect on the differences between corporate and licensed stores.

1. Training: Corporate stores provide comprehensive training focused on customer service, while licensed stores often prioritize operational efficiency.
2. Quality Standards: Corporate stores adhere strictly to recipes and stock levels. Licensed stores may cut corners, like turning off the oven early or limiting syrup use.
3. Customer Experience: Corporate stores embrace Starbucks’ “third place” philosophy, whereas licensed stores often sacrifice the atmosphere for speed and cost control.

At airports, licensed stores are the norm because they’re better equipped to navigate the unique challenges of such environments. But as this experience showed, it comes at the expense of the Starbucks charm and consistency that customers like me value.

While the evening didn’t go as planned, it underscored the importance of businesses staying true to their values. Starbucks corporate stores still offer those warm, welcoming moments that make you feel like more than just another transaction. That’s why I’ll continue to seek out those locations. 

After all, it’s not just about the coffee. It’s about the connection. Or in Howard Schultz, Founder and former CEO of Starbucks' words: 

“We are not in the coffee business serving people, but in the people business serving coffee.”

So what do you think? Am I an entitled bitch who doesn't feel for the people who have to work on Christmas Eve? Or are you as enraged as I still am - almost three weeks later?