Starbucks is making changes across its cafes to reduce bottlenecks and long wait times, especially in anticipation of an increase in orders through its mobile app. The new “Siren Craft System” is at the core of the changes, which aim to make baristas’ jobs easier and speed up service for customers. More than 10% of Starbucks’ 10,000 stores have already implemented the system, with plans for a nationwide rollout by the end of July.
The company reported disappointing second-quarter results, with declining same-store sales and reduced traffic. The changes are seen as crucial for providing a boost to Starbucks amidst challenges. One of the immediate focuses is handling the unexpected, such as unexpected crowds or high school groups showing up at off-peak hours.
The new system also includes changes to the order in which drinks are made, prioritizing beverages as per the order they were placed. This change has resulted in a faster and more streamlined process, with baristas having more control over the company’s digital manager system for order sequencing. Starbucks is also expanding its app to non-rewards members to increase traffic and orders.
The changes follow more than a year of diagnosing bottlenecks and feedback from workers. The company plans to add new roles to help solve for logjams in cafes and plans to roll out new equipment under the Siren moniker. The goal is to make customers feel that wait times are better managed, even during busy periods.
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