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Topics: Starbucks, Food and Drink, Social Media, TikTok, World News
Poppy Bilderbeck
Topics: Starbucks, Food and Drink, Social Media, TikTok, World News
Starbucks bringing back messages and doodling on cups has been met with backlash from both employees and customers.
Who doesn't love going into a coffee shop and getting a cute message or smiley face drawn on your takeaway cup to brighten your day? Granted, I'm a rom-com sort of girl and so am a sucker for anything which makes me feel like I'm living in my own movie.
However, it turns out a new initiative by Starbucks is taking the fun out of it, particularly for workers, by making it a 'rule' they have to write on cups.
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A campaign video showing an employee writing on a cup was shared to YouTube on January 26, and is titled 'Not My Name' with a caption reading: "Every cup is crafted to brighten your day."
Indeed, Business Insider reports seeing a memo which instructs Starbucks employees to write messages or 'a simple affirmation' to customers on single-use coffee cups, including suggestions such as 'you're amazing,' a customer's name, or 'hello again' for a frequently returning customer.
The initiative is in a bid to 'foster moments of connection with customers' and is reportedly set to begin from February 24, although with employees encouraged to get practising beforehand.
However, it would appear not all Starbucks employees are happy with the idea of having to write a message or name on every single cup given out to customers.
A TikToker and Starbucks employee said in a post earlier this week: "Starbucks requiring us to write on EVERY single cup even during PEAK."
Another added: "When Starbucks' new rule is that we need to write on every cup."
One barista told CNN the initiative feels 'forced' and that the messages can sometimes get misconstrued by customers who believe they're being flirted with.
Atlanta Starbucks worker Amanda Rivera told the outlet: "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?"
And the response online has been divided too, one TikToker noting: "The new policy is gonna ruin relationships." "That's actually an insane policy what lol," another added.
On podcast Rapid Response, CEO Brian Niccol reflected Starbucks is in 'the retail business' and 'customer service business' and so the 'details do matter' and when it comes to Starbucks, he argues writing on the cup is how the brand reaches 'another level of connection' and 'is how we create a little bit of the magic'.
Previously stating to CNBC's 'Squawk Box' the company had to order around 20,000 Sharpies ahead of the new initiatives launch, Niccol continued: "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 spokesperson for Starbucks confirmed to Business Insider the writing on cups is being encouraged to make the coffeehouse even more 'welcoming'.
UNILAD has contacted Starbucks for comment.