Design · Management · Communication
The Starbucks Problem
This paper analyzes the disconnect between Starbucks' community-focused brand identity and its actual customer experience, particularly in the post-pandemic era where mobile and drive-thru ordering dominate. My team argues that Starbucks faces a wicked problem one without a clear solution or endpoint as it tries to balance its original in-store "third place" ethos with the growing demand for convenience.
The proposed solution is a redesign of the Starbucks business model that includes implementing dual-lane drive-thrus (one for mobile pickups, one for traditional orders) and dividing staff into separate teams for in-store and drive-thru operations. This aims to reduce wait times, improve employee satisfaction, and realign the in-store environment with Starbucks' mission of community and connection.