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The Future of Retail Is Happening at Starbucks Right Now
I’ve never been shy to admit I’m a Starbucks addict. I like the coffee, and its uniformity means I can visit any shop across the nation and get the exact same cold brew I love. But recently, there have been changes in the experience. I’m still able to get my coffee, but something feels off.
Yes, the past two years have been hard on retail stores, and Starbucks was impacted (of course). The company was forced to implement social distancing, but it was poised for success in other areas. Specifically, as one of the best mobile apps for ordering ahead, and it existed prior to the pandemic.
So when the structure of retail changed, Starbucks didn’t need to change its app — it needed to change its employees.
But the truth is, the whole landscape is changing. Starbucks was in a relatively great position to survive pandemic-related complications going into 2020, but now we’re in a very different climate and dealing with new struggles. This will bring changes that some people will benefit from, and other people will be the losers.
Spoiler alert: The companies win, the customers won’t, and the employees definitely won’t.
What Changed at Starbucks?
Before the pandemic, Starbucks was a versatile place. Customers didn’t just go to the stores for coffee and food, they’d use the wifi or meet a friend. Then, the pandemic happened and understandably forced distance between customers and the baristas.
This meant Starbucks needed to change its business model, and it had the necessary tools. Café hours were reduced and indoor dining was closed, but customers could use the app for grab-and-go orders. Of course, the baristas assume some level of risk by working, but these measures did reduce the amount of contact with other people.
This meant the community aspect of Starbucks was compromised. During the start of the pandemic, people understood the transition. But stores in 2022 aren’t anything like they were in 2019.
