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Starbucks is as tall as its customers and lacks materials | Business

Tasha Leberet was looking for her favorite drink from Starbucks, an ice peach green tea lemonade.

However, when I did my usual Starbucks drive-through in Atlanta three weeks ago, she was told she couldn’t make a drink because she didn’t have peach-flavored juice. She shrugged and drove to another store. And one more. And one more.

Each outage caused disappointment. There were no essential elements in any place.

“I told them,’This is Peach, right?'” Said Levelett, 33, who runs a public relations firm. “It’s amazing because Starbucks seems to have everything you need.”

Customers and baristas across the country are using social media to lament the lack of iced coffee, cold brew coffee, breakfast food, and cake pops, as well as the key ingredients in popular Starbucks drinks such as peach juice and guava juice. .. Even cups, lids and straws.

In this week’s TikTok video, it looks like a group of employees screaming dissatisfied with the list of ingredients that the store lacks, such as sweet cream, white mocha, mango dragon fruit, and “all foods.” It was. The caption also stated that they had less “will to live” with cold brew.

Starbucks isn’t the only one suffering from supply problems. Earlier this spring, ketchup packets were hotter than GameStop’s inventory. Automakers are delaying production because their vehicles don’t have enough computer chips. And homeowners have been waiting for major kitchen equipment for weeks, if not months.

However, Starbucks has run out of ingredients for the Berry Berry Hibiscus Refresher and Almond Croissant after becoming one of the clear winners of the pandemic economy. During lockdown, the coffee chain has no friction with customers ordering via mobile apps or drive-throughs from its position as a “third place” where people can stay longer and have long chats. Now focuses on transactions. Earlier this year, company executives said Starbucks had “completely recovered” US sales and returned to pre-pandemic levels.

A Starbucks spokeswoman said in a statement that the company is experiencing a “temporary shortage” of some products. She said the shortages vary from place to place, and in some stores “various items stopped at the same time.” She added that the company is working with vendors to restock products as soon as possible and supply chain issues are not affecting prices.

Most people are somewhat familiar with global supply chain issues, but some Starbucks customers are shocked and even furious at not getting the coffee they want. .. Others laugh at it.

Nicole Blasher, a 24-year-old pharmacy student at the University of Louisiana Monroe, said she had ordered Ice Caramel Macchiato. Extra caramel will make it rain lightly in late May. “I laughed a little and was like,’Isn’t caramel just charred sugar?'”

The problem with Starbucks is that it wasn’t just about selling a simple cup of coffee. For many, the experience of visiting a chain is a pleasure of complacency.

Customers learn languages ​​about size and special drinks and share customized 12-ingredient drink orders on social media. We are looking forward to a limited-time seasonal menu such as this summer’s Unicorn Cake Pop and Strawberry Funnel Cake Frappuccino.

Bryant Simon, a professor of history at Temple University and author of “Everything But the Coffee,” said orders were announced by name rather than numbered like other fast-food chains, and customers were friends or Starbucks. It suggests that you are part of the club. : Learn about America from Starbucks. “

“Starbucks did something amazing. We took coffee, a really ordinary product, and recreated it as an identifier for class, culture, discernment, and knowledge,” Simon said. “Starbucks is a way to tell others something about yourself. It got more complicated over time, but the drink still says,” I deserve a break in my life. Money for coffee Can afford to waste. “

There was an earlier hint that supply issues might be bubbling for Starbucks. In a late April call with a Wall Street analyst, Starbucks CEO Kevin Johnson worries that companies that are part of the supply chain are struggling to hire the staff they need. I have stated.

“Whether it’s the staff needed for manufacturing or the staff needed for distribution and transportation, we look forward to a little more effort to invest and support our supply chain partners,” said Johnson.

By late May, customers and baristas had reported shortages of key ingredients and food products at stores across the country.

Fred Rogers knew something was wrong when he opened the Starbucks app just before the Memorial Day weekend. A flashing warning that the company is experiencing a shortage of certain items. He was unable to order his 3-year-old daughter’s favorite sandwiches (sausages, cheddar, eggs) from nearby Starbucks in Burlington, NJ. His drink, Caramel Ribbon Crunch Frappuccino, was also unavailable.

Rogers, a 33-year-old manufacturing specialist, said: “But this was 6:45 am.”

Customers may be dissatisfied, but Simon said a shortage of drinks and groceries would only increase demand. One of Starbucks’ biggest challenges in recent years has been overexpansion. This means that we have lost some of the uniqueness that once made Starbucks special.

“I’m sure there’s a lot of enthusiastic conversations about supply chain issues in Seattle right now, but someone on the branding side says that the shortage may not be a bad thing,” Simon said. Said.

Perhaps, however, the problem can also be a risk if customers are too dissatisfied with not getting what they want as usual. When his daughter couldn’t get her favorite breakfast sandwich at Starbucks, Rogers took her to nearby Chick-fil-A for breakfast.

And after driving to four Starbucks locations and not receiving his favorite drink in late May, Levelet was no longer a regular customer.

“That’s a shame,” she said. “You go, and you’re waiting in a drive-through, and you go for just one thing, and they don’t have what it takes to make it.

“I stopped going all the way.”

This article was originally New York Times..

Starbucks is as tall as its customers and lacks materials | Business

Source link Starbucks is as tall as its customers and lacks materials | Business

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