Starbucks operates a dozen or more locations in the heart of downtown Chicago in a highly competitive and saturated coffee market. Space is expensive and flow of customers varies greatly throughout the day.
The waiting area gets uncomfortably crowded at rush hour (several times in the morning and occasionally in the afternoon).
Starbucks’ mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. Starbucks achieves it mission through a number of principals, two of which include its stores and its customers.
Regarding stores, “when customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.”
Regarding customers, when employees are fully engaged, “we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.” (Starbucks, 2014).
a) This location has limited space, and there are only 2 entryways.
b) The number of customer per day is relatively predictable, and
the store knows there will be some busy times and some slow times throughout the day.
c) At peak times, there’s limited opportunity to connect with some customers.
d) The exact times of rush hour
e) Extent of customer dissatisfaction with long lines and crowded waiting area
f) Number of customer who go elsewhere when the line gets too long or the store gets too crowded
IDEAS FOR REDESIGN:
1) Round corners of long table to accommodate more sitters / standers (Kimes, 2014).
2) Relocate men’s bathroom and 3 chair customer counter by drink pickup, install 6 set customer counter against back wall, incorporate women’s bathroom into back room
3) Install new machines to make espresso faster
4) Limit drink selection at this location
5) Open new store in nearby location to alleviate traffic
6) Hire more staff at peak times
7) Conduct time-motion study to optimize staff efficiency
8) Use QR codes to expedite customer ordering (Kimbell,L. 2012).
9) Increase music volume when wait is longer (Mandila, 2014).
View from cash register: https://www.flickr.com/photos/55956761@N04/14549340458/in/set-72157645494374008
View from drink pick up counter: https://www.flickr.com/photos/55956761@N04/14549539087/in/set-72157645494374008
View from entryway when there’s a line: https://www.flickr.com/gp/55956761@N04/N7W03a
Existing Floor layout: https://www.flickr.com/gp/55956761@N04/14850866934/
Possible Space reconfiguration: https://www.flickr.com/gp/55956761@N04/965V91
Starbucks Mission Statement. Retrieved August 10, 2014 from http://www.starbucks.com/about-us/company-information/mission-statement
Kimbell, L. Rethinking design thinking: Part II. Design and Culture, Retrieved August 15, 2014 from http://www.designstudiesforum.org/journal-articles/rethinking-design-thinking-part-2/.
Mandila, M, and Gerogiannis, V. The Effects of Music on Customer Behaviour and Satisfaction in the Reion of Larissa – The Cases of Two Coffee Bars, Retrieved August 15, 2014 from http://dde.teilar.gr/publications/193/ICCMI%202012%20Gerogiannis_2.pdf
Kimes, S. and Robson, Stephani, The Impact of Restaurant Table Characteristics on Meal Duration and Spending, Retrieved August 15, 2014 from http://scholarship.sha.cornell.edu/cgi/viewcontent.cgi?article=1124&context=articles
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