Does speed equal quality in your business? If not, is slowing down a solution?
The Wall Street Journal reports that Starbucks executives believe that many of their baristas are in too much of a hurry to make a good cup of coffee. In the coming weeks, new rules will require baristas to slow down while making drinks. The changes reportedly will reduce multi-tasking, increase washing of pitchers, and require fresh steamed milk for every beverage.
Some baristas say the changes will slow them down and produce longer lines for customers. Company honchos say the new rules are designed to make the Starbucks experience more consistent and better tasting.
The WSJ article mentions that in the past, Starbucks has been focused on speeding up the coffee making process. Perhaps this resulted in employees creating shortcuts to keep the lines moving faster. As a result, the brewing process suffered.
Or is the problem one of training? Did the company create a culture where high beverage turnover was valued more than consistent taste? It is interesting that the company doesn’t seem to think that hiring more baristas would be a way to maintain quality and move the lines faster.
There’s also a possibility that this is all part of a marketing scheme. McDonalds and Dunkin Doughnuts are both large players in the coffee business and are known for speed. Is Starbucks trying to make slowness be seen as a premium service? The company has made a lot of money by charging more for it’s beverages. Is a wait now a sign of quality?
