Starbucks has decided to end its policy that allowed customers to linger in its cafes or use restrooms without making a purchase.
This decision is part of a broader initiative to enhance the in-store experience, but it also reverses a measure introduced after a major public relations crisis.
Announced to stores on Monday, the new code of conduct is a key aspect of CEO Brian Niccol’s strategy to revitalize the company, increase sluggish sales, and improve employee relations. This policy applies to all North American locations and will be displayed on store entrances.
In a statement, a Starbucks spokesperson explained, “This is a practical step that helps us prioritize our paying customers who want to sit and enjoy our cafes or need to use the restroom during their visit. By setting clear expectations for behaviour and the use of our spaces, we can create a better environment for everyone.”
Additional rules include a ban on panhandling, discrimination, drinking outside alcohol, and vaping, according to the posted policy. Employees will receive training on the new guidelines.
Starbucks is also introducing incentives to encourage customers to stay in-store rather than opt for to-go orders. Starting January 27, customers can get a free hot or iced coffee refill served in ceramic mugs or reusable glasses brought in by the customer. This perk was previously available only to loyalty program members.
The restriction on restroom access comes at a time when public restrooms are scarce in many U.S. cities and suburbs. This has pushed private companies like Starbucks and McDonald’s to step in.
While opening restrooms and cafes to the public helped Starbucks brand itself as a “third place” between home and work, it has led to challenges for both customers and employees.
The open-door policy began in 2018 after an incident in Philadelphia where two Black men were arrested for sitting in a Starbucks while waiting for a friend. One of the men had asked to use the restroom but was told it was for paying customers only. The episode, captured on video, became a public relations nightmare.
In 2022, former CEO Howard Schultz suggested that Starbucks might not be able to keep its restrooms open, citing a growing mental health crisis that posed risks to both staff and customers. Later that year, the company closed over a dozen locations, mostly in downtown areas, citing safety concerns.
These new changes come as CEO Niccol works to breathe new life into the brand. In September, he mentioned his goal of returning Starbucks to its roots as a “community coffeehouse,” with a clear distinction between “to-go” and “for-here” service. He emphasized, “There’s a shared sense that we have drifted from our core. We’re committed to elevating the in-store experience—ensuring our spaces reflect the sights, smells, and sounds that define Starbucks.”
(CNN)
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