Starbucks’ new CEO is bringing big changes to all Starbucks cafes, changes that may even affect BGSU’s on-campus location.
CEO Brian Niccol, hired in early September, is looking to speed up processes in order to better the Starbucks company and make ordering easier for customers and baristas alike.
BG Falcon Media spoke to Jon Zachrich, the director of Marketing, Communications and Technology for BGSU Dining. Zachrich clarified that, because of the corporation’s contract with BGSU, not all the changes are the same, but the first of the big changes affects mobile ordering.
Niccol aims to improve the accuracy of the timing system, separate mobile from in-person orders and remove some of the customization options.
“While we understand some guests might not be as happy with these changes, it will speed up the mobile ordering process a great deal,” Zachrich said.
Adrian Vasicek, a freshman environmental policy and analysis major feels that this change eliminates one of the main uses of mobile ordering.
“A reason a lot of people use the app is to make excessive changes so they don’t have to make them in-store,” Vasicek said.
Sydney Vihtelic, a freshman forensic science major, thinks this change should be welcomed as it will benefit the baristas.
“Mobile ordering makes it difficult for the baristas to make the drinks ordered online and then also make the drinks for people who are coming in and ordering,” Vihtelic said. “So I feel having restrictions leads to less people doing mobile orders.”
The second big change will simplify the menu to offer fewer and simpler drinks.
“We don’t feel we can speak to this, but we do know that a more streamlined menu will increase the speed of service,” Zachrich said.
While Zachrich thinks this change will speed up service by offering fewer options, Vasicek believes it will actually increase the wait time due to customers having to make more customizations.
“That could be one person’s favorite drink, so people are still going to order those things,” Vasicek said. “I think it will slow service down because you’re still gonna have to make the customization to get the same drink you already had.”
The next change will eliminate the extra charge for dairy alternatives like oat milk and almond milk.
“We believe it will help make Starbucks a more inclusive location for those with different diets,” Zachrich said.
Before the pandemic, Starbucks had a condiment bar where customers could add milk and sugar to their drinks themselves. The on-campus Starbucks also had one of these bars and Niccol is looking to bring them back.
“This is something we have done before, so we have the means and ability to execute it. Some baristas may appreciate that customers can help themselves, so they can get the exact amount of cream and sugar they are looking for,” Zachrich said.
Vihtelic also believes that this change will benefit the baristas and shorten the wait time for customers.
“I think it will speed the process up since you don’t have to bother baristas to make customizations that you can do yourself,” Vihtelic said.
It is not confirmed when these changes will go into effect, or if some of them even will. The on-campus Starbucks will remain open and ready to serve students with or without the changes.
“It’s always nice to see a familiar and friendly face on both sides of the Starbucks line so we are excited to continue to serve our BGSU Community,” Zachrich said.
