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Compounded by increased complexity in drink orders and extended wait times, baristas have found themselves overworked and frustrated. What was once a streamlined process has transformed into a chaotic environment where customers request increasingly intricate drinks. Formerly enjoying a reputation for speed and efficiency, Starbucks employees now feel the strain, leading to heightened stress and burnout among staff members.
From Aspiration to Everyday Experience
Starbucks had carved a unique niche in the 1980s under Howard Schultz, who sparked a revolution in coffee consumption, transforming an everyday beverage into a lifestyle choice. The company positioned itself as a “third place” for customers — a venue between home and work, characterized by an elevated coffee experience.