An Open Letter to Starbucks
Dear Starbucks,
Consider this a precursor to a Dear John letter that has been a long time in coming. This is my last begging, pleading, desperate hope that you’ll get your shit together so we can still have the long, loving relationship we’ve shared over the last 14 years.
I’m thinking about leaving you.
I’m just not happy anymore. You see, there’s so much I still love about you. The same things I loved about you when I stepped into that first Starbucks location 14 years ago with a job application and a dream. You don’t take the cheap, easy ground. You try to use the best ingredients, made the best way, even if the production is more expensive. You fight for fair trade in the countries you get your coffee from, so that those places are better for having worked with you, and the people that live there have better lives. You do your best to maintain some semblance of environmental sustainability, to leave this earth as good a place as when your corporation found it. Those are noble attributes, and they’re the reason I fell in love with you. They’re the reason I was proud to work for you for almost 3 years.
But things have changed. YOU’VE changed. When I became a Starbucks partner in the year of our Lord 1999, you put me through rigorous training. I had to know how to take apart an espresso machine and put it back together. I had to know the taste, body, acidity and undertones of every coffee you produced. I had to understand the beauty, nay the ART, of pulling a perfectly layered shot, and the hows and whys of the importance of getting it right every time. For a full week I made the trek to your illustrious offices in downtown Seattle for 8 hour shifts of JUST learning about coffee and why you made it the way you did. Each step carefully and artfully measured. You taught me that coffee wasn’t supposed to be fast, or cheap. It was supposed to be GOOD. You treated your partners as valued commodities, offering us free shares in the company, ample benefit packages, and decent salaries. When I had my first child, you paid for me to stay home with him for three full months. My son’s life is better, forever, because I worked for you. And we passed that feeling of value and appreciation on to the customer. We didn’t just want to pass them down the line like cattle at McDonalds. We wanted to know them, their families, their coffee. We wanted to educate them on what they were drinking. They were paying a lot extra to have a coffee at Starbucks over anywhere else, and we wanted them to know WHY. We wanted every cent to be worth it, because it was worth it to US.
Those were idealistic days, weren’t they? All of us buzzing about in the shadow of then CEO Howard Schultz, an employee of the original Starbucks in the Pike Place Market in Seattle when that was the ONLY Starbucks. He loved you, and he made US love you. Back then Howard didn’t even do advertising for Starbucks. Not a billboard, or magazine ad. Our coffee and our service was our advertising, we had amassed hundreds of locations and millions of customers by word of mouth. A damn good espresso was more valuable than any print ad we could pay for.
But people change. CEOs change. Around the time I left Starbucks, so did Howard. He’s still a figurehead for the company, but his hands aren’t in the beans anymore. Your ideals began to slip. First it was a print ad, then a coupon, then banners and billboards. Then the unthinkable happened. You stopped training your baristas. You filled your stores with automatic espresso machines that pumped out shots that were supposed to be exact, but were soulless. The machines lost calibration and started pumping out weak shots, bitter shots. The baristas had no control anymore, no amount of tamping would be allowed to adjust, no grind could be altered to speed or slow the flow of water through the espresso. Like a Burger King meat patty factory, your machines were farting out unfortunate product en masse. I almost left you then, so broken was my heart to see it. But I wanted to see you pull out of it. I wanted to believe you could go back to being the company you once were; the company that I loved so much.
I cheated on you, I began testing the waters of other relationships. I tried a coffee stand or three, avoiding the cheap tacky lingerie and bikinis but finding only cheap tacky coffee nonetheless. I couldn’t bring myself to step foot into Tully’s. It would be like sleeping with your badly tattooed brother. No, I was a Starbucks girl, I told myself, and I pushed on.
The Starbucks by my kids’ daycare was the first to hurt me. NINE DAYS IN A ROW they made my drink wrong. I thought maybe I was asking too much with a grande no water breve extra foamy chai tea latte. I dumbed it down to a grande half caff toffee nut whole milk with whip mocha. No dice, and these costly mistakes were getting expensive. It’s a tough pill to swallow when you’re drinking $5 worth of yuck. I dumbed it down as much as I could. Half caff tall toffee nut mocha. That’s it. Even that was too much. Time and again I got no toffee nut, or worse, NO CHOCOLATE. That’s not even a mocha! I started turning around and going back and asking them to remake it (at a cost of another 15-20 minutes in driving and standing in line), but the SECOND time that they made it wrong AGAIN after I returned, I gave up. I changed locations. I went to the one in Kirkland near my work. They were rude, blunt, and joyless, but they made my coffee right… at first. I dealt with the attitude at 7 am because I just needed a damn coffee, but pretty soon they were making it wrong too. Again, no chocolate? How does that happen?! I changed again, this time to another location in Kirkland. After having the wrong drink made 3 times in a row, I tried the almost unthinkable. I went to a Starbucks kiosk inside a grocery store. At first it was great! I was so surprised! They remembered my drink on only my 3rd visit, they were cheerful and asked about my day, and my drink was perfection. I was harkened back to the glory days of my time as a partner myself. I remembered even 14 years later the customer I had who ordered a short 2 pumps sugar free vanilla non-fat extra hot no foam latte. His wife ordered a tall 4 pumps chocolate non-fat no whip mocha. For a brief shining moment I thought maybe there was hope for you, for US, after all.
It’s been shattered. Today, for the 2nd time in a row, that girl made my drink wrong. Last time she made it with no chocolate. This time, she made it decaf instead of half caff and forgot the toffee nut.
9 times at the Mukilteo location, plus 3 times at the Kirkland location, plus twice at the kiosk. Different baristas, different locations, all getting it wrong. That’s just the drinks I kept track of, and that’s 14 drinks that were gross. Even if I ONLY got my tall toffee nut mocha, that’s an average of $4 per drink. That’s a minimum of $56 down the toilet, not to mention 2 weeks worth of mornings being disappointed by you.
I’m a single mom, Starbucks. I get so few luxuries in this life. I don’t get my nails done, or buy expensive make up. I don’t shop at Nordstrom, and I don’t have a fancy car. I don’t go out for drinks with my girlfriends and I don’t have a bunch of cute shoes or purses. But once or twice a week, I go to Starbucks and get a mocha. All I ask is that you take a minute, even 30 seconds, longer to make sure you’re actually giving me what I paid for. You don’t LISTEN anymore. You don’t CARE. It’s been a long time since you’ve cared about me. I see that now. I cannot turn my head to it anymore. My heart won’t let me. My WALLET won’t let me. So here we are, and it’s simple, really:
GET YOUR SHIT TOGETHER, STARBUCKS! Get your shit together or lose me forever.
Love,
Joon