Starbucks Baristas, Customers Demand CEO Niccol To Make Changes, Here’s What They Have To Say

The firm's baristas have complained that they suffer from chronic understaffing, poor pay and benefits. They are also urging the company to allow them to ban aggressive customers from Starbucks stores

Starbucks’ new CEO Brian Niccol faces the challenge of reassuring investors that the firm’s coffee shops remain in demand in the US. Now, the executive also has to grapple with baristas and loyal customers who have expressed that they want several changes to be made in the organisation.

The company’s baristas have complained that they suffer from chronic understaffing, poor pay and benefits, reported Reuters. Further, they are also urging the company to allow them to ban aggressive customers from Starbucks stores. Devoted customers want the coffee chain to ensure consistency in their beverages.

Notably, Starbucks clocked a 6 per cent decline in its same store sales in the US in the fourth quarter and pulled its earnings guidance for the next fiscal year. Regarding the company’s path ahead, Niccol noted that baristas need to be given support to help them provide ‘exceptional service’ to customers. 

“To succeed, we need to address staffing in our stores, remove bottlenecks, and simplify things for our baristas,” the CEO said via a video statement. He noted that more details regarding possible changes in the company will be shared in an earnings call on October 30 after the firm announces its financial earnings for the fourth quarter and the overall year as a whole.

The baristas have been vocal about staffing issues in the company’s coffee shops. The report quoted Liv Ryan, barista and union organiser at a Starbucks in Long Island, New York, and said that the executive should find a solution and put an ‘end to short staffing’. She noted that baristas have had issues with the lack of guidance given by Starbucks on handling ill-mannered and bad-tempered customers.

“I have been told countless times that part of our job is 'just taking rude customers. But there's no clear line between 'rude' and 'hostile' and even then I shouldn't have to put up with anyone being rude to me at my job,” Ryan stated. Meanwhile, the customers want Starbucks to bring in more consistency in their coffee.