A consultant I often confer with on the job once told me that he does not drink coffee with cream or sugar – the second any of that stuff is added, it is no longer coffee, he said. Wise words, believe it or not, spoken to me in January of 2009. At the time, I was one who loaded my coffee up with cream and Splenda. Someone’s simple preference for coffee, yet, words that somehow inspired me to give up my bad habits of cream and the excessive amount of Splenda.
That lasted for three our four months, until I got back in the habit of drinking my coffee with cream – however, I still insist on no sugar or Splenda and adhere to that rule about 98% of the time (though I still use plenty of Splenda with milk in my hot tea, and often indulge on sugary fraps from Starbucks).
Around the office where I work, there is a Dunkin Donuts close by, so either my boss or myself will often make a Dunkin run by the early afternoon. I honestly prefer Starbucks or McDonald’s coffee, but both places are a bit of a drive from my office – a drive I especially don’t care to make thanks to the village’s silly (and strictly enforced) 25 MPH speed limits on several of their side roads.
When I order my coffee with cream from a Dunkin Donuts or a McDonalds, it comes back with cream. When I order coffee with cream at Starbucks, it comes back with coffee, with a little room left over for cream – I have to add the cream myself.
While the price of a cup of coffee at Starbucks may only cost a bit more than a cup at Dunkin Donuts, think about the overall price of the specialty drinks at Starbucks. Comparing the two places, one tend to thinks Starbucks is a bit more upscale (whether that is actually true or not, you can think the marketing and branding efforts of their company). So, why is it that at Starbucks, I actually have to add the cream myself?
Is this some minor afterthought from Starbucks? Gathering from the variety of reading I have done in regards to economics and business decisions, I would guess that it is actually a brilliant strategic decision from company executives. Think about the amount of seconds it takes for a barista to add cream to a cup of coffee. Add that up several times per hour, per day, per week, per year – that’s a lot of seconds that turns into minutes that turns into hours of less time Starbucks employees waste on something that the customer can easily do his or herself. All that added time is instead used towards the other trivial tasks that Starbucks employees must complete.
Yes, I definitely believe that Starbucks is well aware of this. I do wonder if any such statistics or trending analysis actually exists with such data that estimates or actually shows how much time the company saves by not having their employees add cream to their customer’s cups of coffee.
Think of the amount of time that the consumer waste when having to add his/her own cream. After the customer receives his cup of coffee, he then then walk over to the table, takes the lid off, pours the cream in, places the cream back on top of the table, stirs the cream, places the lid back on the cup, ensures that the lid is actually on tight – all that before walking out the door. On an added note, sometimes extra seconds are wasted when the cream’s lid is on too tight and I have to unloosen it to allow the cream to properly dispense from the container.
In the grand scheme of things, adding my own cream to my coffee is not a big deal. I’m not a stuck up with the head and nose in the air type of person who is above adding cream to my own coffee. When I buy coffee at a Speedway or a BP gas station, I don’t think twice about adding my own cream. However, getting used to the fine folks at Dunkin Donuts or even McDonald’s already adding the cream for me has left me a bit spoiled.
A new customer to Starbucks who asks for cream with his coffee may receive the cup with lid in tact, walk out and drive away until finally realizing that his coffee has no cream (assuming the customer walks into the restaurant, as opposed to using the drive thru – which not all Starbucks have). That has never happened to me. In fact, I never realized that I had to pour my own cream at Starbucks until after I got used to buying my coffee at Dunkin Donuts and McDonald’s.
Now, when I order my coffee at Starbucks, instead of asking for cream, I simply tell the barista to leave room for cream.
Starbucks has trained me well.