Starbucks is blaming lower stock numbers on "congestion" caused by mobile ordering. Okay, seriously, I tweeted this out when it first started. You know, had they looked at my account they might have seen I buy a lot of Starbucks and perhaps, listened. But no. Here's why mobile ordering is stupid -- unless you're going to hire extra baristas. Because there is a line of "normals" who are there for a little social time and to be greeted by their favorite Starbucks' baristas. They're loyal. They're daily...
And then, some evil app brings in all those strangers who stroll in past the line, grab their coffee and the poor sap in line is waiting longer.
For full disclosure, I now use the app, but because the lines got so long, it was a matter of survival. But here's the thing. I buy less coffee than I did before the app because sometimes, I go elsewhere. Sometimes, I forego the coffee.
It doesn't help that the prices have gone up to ridiculous. Does it really cost them 60 cents more to give a person soy or almond milk? My coffee is like $5.25 a day. That's too much -- so I generally buy less. I might have gotten a pastry once in a while. Not anymore. I'm not spending $8 -- I could literally go out to breakfast for that price. So yeah, I'm not feeling sorry for Starbucks' CEO at this point. And I get it. I'm basic. I do Starbucks. Whatever. I'm here to tell you why they're stock is down. They can choose to ignore me, but here it is:
1. Price -- too much of an increase.
2. Long lines for your customers who are THERE in your shop -- terrible way to treat people. Not to mention, sometimes, the mobile isn't ready either because they're just too busy.
Listen, you're saving manpower by customers using the app and paying online, now hire some dang cashiers! Rude.