Our Customers Are Changing Fast, Are You?

In my years as a consultant for Starbucks and author of two books about them, The Starbucks Experience and Leading the Starbucks Way, I’ve seen firsthand how the company has continuously adapted to changing customer preferences.

Under Howard Schultz’s leadership, Starbucks was positioned as a “third place” where -people came together in an environment less formal than work settings and more formal than home gatherings. This concept aimed to create a welcoming environment where people could socialize and linger over coffee. Comfortable seating, vibrant music, and the aroma of freshly brewed coffee were integral to this experience. Starbucks baristas, who hand-wrote customers’ names on their drink orders, were pivotal in fostering a personal connection with customers.

However, the business model began to transform with the rise of mobile ordering and drive-thru services. Today, over 70% of Starbucks orders are mobile and drive-thru, reflecting a significant shift in customer behavior. This change has been driven by several factors, including the demand for convenience, a movement from hot to cold beverages, and the impacts of the COVID-19 pandemic.

Challenges and Criticisms

This transition hasn’t been without its challenges. Critics argue that Starbucks has lost some of its original charm, becoming more transactional and less experiential. The removal of comfortable chairs and the introduction of pick-up-only stores have contributed to this perception. Additionally, the reliance on mobile ordering and drive-thru services has put a strain on baristas, who struggle to keep up with the increased volume of orders.

Howard Schultz noted that the company needs to focus on being experiential rather than transactional. The emphasis on speed and efficiency, driven by Wall Street’s demands for short-term profit, has detracted from the personal connections that Starbucks was known for during its experiential boom.

Adapting to Changing Preferences

Despite these challenges, Starbucks continues to adapt and remain relevant. The company is investing $450 million in new store equipment to improve efficiency and enhance the mobile ordering system. This includes the Siren System, designed to reduce the time it takes to make cold drinks – more than half of Starbucks’ current sales.

Starbucks is also expanding its store formats, including traditional locations, pick-up stores, delivery-only stores, and drive-thru-only locations. This diversification aims to cater to the varying needs of its customer base, from those who want to grab their coffee quickly to those who still value the sit-down experience.

Given Starbucks’ tireless evolution, let’s look at a few lessons you can apply to your business:

1. Adapt to Changing Customer Preferences: Remain vigilant to customer behavior and preferences shifts. Be willing to evolve your business model to meet these changing needs, even if it means relinquishing traditional practices.
2. Balance Efficiency with Experience: While efficiency and speed are crucial, remember the experiential aspects that make your brand unique. Strive to create a balance that meets operational demands while maintaining a personal touch.
3. Invest in Technology: Utilize technology to enhance customer convenience and streamline operations. However, ensure that technological advancements do not compromise the quality of customer interactions.
4. Diversify Offerings: Consider diversifying your product and service offerings to cater to customer segments. This can help you remain relevant and competitive in a rapidly changing market.
5. Listen to Employees: Pay attention to feedback from frontline employees directly impacted by operational changes. Their insights can help you find solutions that improve customer and employee experiences.

As I reflect on my experiences with Starbucks, it’s clear that staying relevant requires a delicate balance between adapting to new trends and preserving the core elements of your brand. By embracing change thoughtfully and strategically, your businesses can navigate shifts in customer preferences while continuing to deliver exceptional experiences.

Related: AI Is Not a Customer Experience Cure-All: Beware Privacy and Operational Risks