Starbucks Closing Stores Today

For three hours on Tuesday, Starbucks will shut down every single one of its 7,100 stores so that baristas can receive a refresher course on how best to improve the coffee customer experience.

Among the various lessons that will be re-taught include how to wipe the steamer wands and remembering to rinse the pitchers and shot glasses every time.

As a spokeswoman tells the Seattle Times:

"We will have all new standards for how we create the drinks...[Employees] will be trained in creating the perfect shot, steaming the milk and all the pieces that come together in a drink."

As requested by CEO Howard Schultz, the unprecedented training session will take place between 5:30 and 8:30 p.m. and affect approximately 135,000 employees.

To compete, rival Dunkin' Donuts will drop its price for a small coffee down to $0.99 from 1 p.m. to 10 p.m. as "to ensure that no coffee lover is denied a delicious espresso-based beverage."

Schultz is calling for the re-education to combat a recent series of setbacks. As reported in the Guardian:

The company's shares dived 42% last year on signs that consumers were falling out of love with Starbucks. Investors were alarmed by figures showing a 1% fall in the average number of transactions per store.

In a raft of changes aimed at restoring momentum, Starbucks is cutting 600 jobs, introducing free wireless internet connection and axing hot breakfast sandwiches, which were criticised for interfering with the aroma of coffee.

Comments

[ashleybaines]

I don't like dark roast coffee.. I prefer the light nutty Ethiopian and Kenyan brands.

So - I never would spend that kind of money for a cup of dark, bitter, greasy french roast.

McDonalds latte's are pretty good actually...

[VivaZapata]

tombollocks has it right. starbucks makes one bitter but expensive brew and many of their highly trafficked stores have filthy bathrooms (poor quality control).

[MajorKong]

I think they, among other things, over saturated the market. They practically opened Starbucks across the street from each other.

[rbspickles]

You've got that one right MK. Also, Subways are popping up around here about every other block. I used to like a sub sandwich once in a while, but now, I just about gag whenever I even think of one.

[tombollocks]

I love black coffee, but theirs is bitter as hell and the service is tepid at best. If I don't make my own every morning, I'll get a cup from a LOCAL shop.

[godlessclif]

Starbucks is not prepared for the coming recession price wars. They are a boom time business.

Some stores in rich neighborhoods will survive but it is time to sell the stock.

[VivaZapata]

they pretty much have confined themselves to rich or near rich neighborhoods but they will still feel the depression pinch. you're right about the stock, and the reason for it.

[GalaxieGal]

The amount of stores is crazy. I have 4 within 1 mile of my house (also 4 Tea Leaf locations). 2 Starbucks share the same parking lot(same is true with Tea Leaf).

[Macready]

the problem with Starbucks isn't the service . .. the coffee is crap ... too weak . . . much too weak and too expensive . . . and they have too many shops . . . they have engaged in overkill . . .

[realitytrumpsbull]

Dude, you're kidding me. How many atoms you gotta split to make a cup of coffee? What ELSE will they be discussing at their little 'meeting'? Hmm...probably how many JOBS they'll be cutting 'cause people are wising up to the old 15 bucks for a cup of coffee routine...

[reactionrynihilist]

Easy way to make cuts, can't make the meeting, don't come in to work tomorrow. I bet they cut at least 300 in a back door layoff. Free internet service is really going to help though. The great thing about starbucks is that it is a place you can loiter. Before that, McDonald's was on a campaign to kick people out if they weren't eating.

[BluSkye]

Starbucks coffee isn't that good at all. Besides, the prices are way too high. I prefer what's left of "old-school coffehouses", where you can enjoy fresh coffee and pastries, and experience appreciation as a guest, versus assembly line at Starbucks, where I never feel I got a special treatment.

[mamacat]

This is good news. I for one have noticed that in some stores, the quality level has gone down. Happily, some other Starbucks have kept up higher standards, but they are in the minority.

[aigeanta]

Too bad they're not shutting down permanently. What a blight. Cities that allowed so many to be built have destroyed the old-school coffeehouses that used to have actual cultural experiences, like local artists and musicians.

[godlessclif]

Not to mention destroying good coffee. Starbucks overheats

and burns the brew just like McDonalds.

[Perdurabo]

LOL... what a stupid and blatant publicity stunt.

Well, if you build your stock in trade, by overcharging the public for a product, be prepared for the consequences. They won't weather a recession/depression too well. Who wants to spend $3.00 on a cup of coffee, when you can barely put food on the table.

I for one won't be sad to see them go the way of the dodo.