Starbucks reversed a policy allowing anyone — even those who hadn’t purchased anything — to use its cafes, patios and restrooms, with the company saying it’s making the change to prioritize customers.
The company issued a new code of conduct as part of its plan to win back consumers, Starbucks said in an emailed statement. It’s the latest part of Chief Executive Brian Niccol’s plan to make Starbucks locations more appealing and less frenetic.
Implementing such a code “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,” Starbucks spokesperson Jaci Anderson said. The company said it seeks to “reset expectations for what is and isn’t acceptable in our stores.”
The new rules represent a pivot from a policy set in 2018 that allowed anyone to linger in cafes. That practice was adopted following an incident in Philadelphia in which a manager called the police on two Black men who were waiting in a store without ordering. After their arrest and the criticism it generated, the company closed its U.S. locations for racial-bias training, while Starbucks’ then-CEO apologized.
The code will be displayed in stores and includes provisions barring panhandling and disruptive behavior. It will go into effect starting Jan. 27. Baristas will be trained on how to enforce the guidelines and “will be empowered to ask anyone who violates this code of conduct to leave.” Previously, workers couldn’t do that.
If needed, workers can seek help from local law enforcement.
An internal Starbucks document on the code of conduct viewed by Bloomberg News defines customers as “people making purchases and those accompanying them,” while stipulating that the stores are available to customers only. “Anyone not complying with the Coffeehouse Code of Conduct needs to be asked to leave the store,” according to the document.
The company is also restricting free water to either paying visitors or those accompanying them. Customers may use the restroom or connect to Wi-Fi before approaching the counter to make a purchase.
The new code of conduct applies to company-operated stores in the U.S. and Canada.
Starbucks shares rose 1.1% to $94.55 at 9:50 a.m. in New York trading on Tuesday. The stock has advanced 3.7% this month, outpacing the S&P 500 Index.
Free refills
Starbucks will also reintroduce condiment bars with sweeteners and milk on Jan. 27 as well as expand its free refill policy. Additionally, the company is in the process of reintroducing ceramic mugs.
The chain will offer refills to non-rewards members as long as the original order is made in a personal reusable clean cup or a store-provided mug, according to a memo sent to workers. The policy applies to hot and iced brewed coffee. The same rules will apply to rewards members, who previously were the only ones who could get free refills.
The company will host sessions that will last as long as three hours to train baristas on new service standards and operational expectations, according to a letter to workers from Sara Trilling, the chain’s president of North America.
