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.
- Training: Corporate stores provide comprehensive training focused on customer service, while licensed stores often prioritize operational efficiency.
- 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.
- 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?
It’s disappointing when customer service doesn’t match expectations, especially at a brand known for its consistency like Starbucks. Your experience highlights the clear differences between corporate and licensed stores. Hopefully, they improve to bring back the “third place” experience everyone values!
ReplyDeleteStarbuck's licensed stores always seem to miss the mark, in my experience. I think they do a dis-justice to the otherwise good service at a corporate store. I have had the same experience as you did.
ReplyDeleteI would think that even as a licensed store, Corporate would have more oversight in the Quality Control. Apparently not.
It is a very disappointing story! As I read it, I kept comparing it to my own experiences. And while things like that have happened to me occasionally, they've never happened at a Starbucks. And now that you describe it, they do create third place, moment-out-of-time experiences. I'm sorry it wasn't that way for you that night.
ReplyDeleteI feel you are entitled to be enraged, that kind of service is unacceptable anywhere! How does one tell if it's a corporate or licensed Starbucks? We have two nearby, one is walking distance for Judy, Snowball and I. Not sure what type it is but they are always friendly and gives Snowball an overflowing Pup Cup.
ReplyDeleteIt's definitely one of those things where it could irritate you, but I tend to look at both sides of things now. And I'm not sure when this started with me. But I try not to let little things get to me anymore (well, as much). On one side -- you are paying as a customer. So you should expect and should receive the basics (pleasant attitude, being greeted etc.), however, on Christmas Eve within an hour of closing, I get that some things might not be perfect. They want to get going as much as any of us would. I'm not defending or saying it's right, but product will run out, and things will be done sooner etc. I would hope they wouldn't show attitude and just explain; but even then, there's still a job to do. I may have been a little miffed that day and I think it's understandable, but in the end I'd chalk it up to hoping it was the day and everything piled up and probably not let it bother me once I walked out.
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