Starbucks has announced plans to roll out an initiative called the Siren Craft System, which is a set of operational changes. Based on feedback from employees, the project aims to cut down on customer wait times and streamline the drink-making process to help baristas make drinks faster.
The Siren Craft System has already been piloted in more than 1,100 stores. By the end of the month, it will reach all 17,000 locations in North America.
Preventing Customer Pile-Up
To address peak hours, the Siren Craft System will have an employee to act as the “peak play caller.” This person will use Starbucks software to alert baristas about bottlenecks and prevent further delays.
Making Coffee Efficiently
Usually, baristas steam the milk and then pull expresso shots. After conducting some trials, Starbucks found that reversing the order takes less time without any negative effects on taste or quality.
Efficient Operations Satisfy Customers
This project comes at a time when Starbucks has reported a 3% year over year decrease in sales. One big issue contributing to this decline comes from the app. Starbucks Rewards members are cancelling or abandoning their in-app orders around 15% of the time because of wait times and unavailable drinks.
With Siren Craft System, Starbucks is joining a growing list of large companies in rethinking efficiency to solve operational difficulties. This can be more effective than laying off staff or raising prices.
Time will tell to see how Starbucks’ project performs.
Reference:
https://www.inc.com/bill-murphy-jr/starbucks-siren-craft-system-changes-ceo-laxman-narasimhan.html
