I'm afraid there's bad news. You've probably heard by now (via the microchip Starbucks has, unbeknownst to you, planted in your small intestine via one of their many delicious concoctions) that Starbucks will be closing 600 of its under-performing stores - yet another ugly side effect of a struggling economy.
So here I sit, writing an open letter to Starbucks Chairman Howard Schultz and Chief Financial Officer Pete Bocian who could probably give a rat's ass about what I'm about to say because I'm certain they're hooked up to an IV drip of... well... Starbucks drip.
Gentlemen,
I'm sad. And no, these are not tears of grief streaming down my face as I try to see through the blur and get my thoughts heard; they are tears of frustration. I am disappointed that no one consulted me first. I am confused how you could make such a monumental decision without my input. And I am some other third thing I can't think of right now because I know examples are best in threes.
I'm afraid my local Starbucks could be one of those "lower performing stores" because you can actually go in and get out of there with your drink in under half an hour. (I think a Starbucks store is only deemed "successful" when lines wind well outside the store and halfway around the corner. I don't live in NYC on some numbered avenue. I'm in Nowhere Specific Suburbia, which, btw, is chock full of moms and housewives riding hormonal rollercoasters - not a demographic you really want to let down, just so ya know.) But this isn't just another Starbucks to me; it's where my guys and I hang out a couple of (fine - several) times a week. It's where we've met new friends, been reunited with old classmates and where we know every barista by name and vice versa.
For just a moment, separate yourself from the numbers and diagrams, the pie charts and cost analysis. Imagine how many novels and blog posts were written at this (or any particular) Starbucks alone. How many awful blind dates were hatched here and how many dramatic break-ups occurred right there at the table near the bar. How many meetings have been conducted at that table in the back? How many people enter this particular Starbucks each morning, looking for a jump-start to their day? How many people end their days via a night cap from this store? Oh? Just me? Anyway...
I might be jumping the gun here, as no one has actually said my local Bux is going to close, but just the thought - the mere possibility - is giving me anxiety once only thought to be caused by a triple grande cappuccino. It's too much to handle.
If some stores have to go, then I personally think they should be the semi-affiliated ones that have infiltrated our grocery stores and Targets. At first, these were a welcomed sight. I'll even admit to having used 'going to Target' as an excuse to get my daily fix of Starbucks. But the truth of the matter is, most of these store-run Bux locations can't fix a decent cappuccino if you stabbed them with the foam thermometer. I've asked for an iced one-pump mocha and received chocolate milk on ice. I had to teach a guy in our local grocery store how to make a carmel macchiato for christsake. It's unholy.
In an effort to not be too dramatic, I just think you should know the overall melancholy that will transfix my whole world should my Starbucks be one that closes.
I think Starbucks Corporate needs to re-think what they're about to do to the economy. According to MSN, Starbucks plans on closing 600 stores, reducing their global workforce by 7 percent, with an estimated 12,000 people losing their jobs. Good god, smalls! That's 12,000 people who will be flocking to your big coffee rivals - ya know, them golden arches with their nasty ass hotel-tasting-iced-coffees - because you've pulled the rubber mats from beneath them.
If this doesn't scream injustice, then don't you at least realize what villainous part you're playing in today's economy? The vicious circle you are creating? The economy is bad so you close stores to save money. But then MILLIONS are inconvenienced by these closures and stop going to Starbucks altogether. This leaves a whole lotta people without their daily caffeinated fuel, thus affecting overall productivity wherever they work, resulting in a loss of profit at these particular companies, therefore forcing lay-offs and thereby affecting the economy. Again. IT'S SIMPLE ECONOMICS, BABY.
And can I just say, why are all the closures going to be in the U.S.? Starbucks is ours. MADE IN THE USA. (OK - I know that actual coffee is not so much grown here, but you're pickin' up what I'm puttin' down, right? The company was grown here.) If you've got to downsize somewhere, how about elsewhere? Why bite the hands that serves us? That makes our foam? Brews our beans? Whips our cream? And for the love of god, I don't want to see some fine print on my cardboard cup telling me the mochas are now made in Taiwan. That ain't right.
OK, so maybe Economics was never my thing. But I do know one thing: My local Starbucks? I know the manager, the assistant manager and every barista there. I know their husbands and wives, their children and their friends. I can tell you about the manager's wife's nerve problems in her hand and his granddaughter's heart surgeries. I can tell you about the assistant manager's husband who just came back from Iraq and the about the baby they have on the way. I can tell you about their tattoos and where they got them done. The list goes on...
And you know what? They don't just know my drink, they've come to my kids birthday parties. They've been to my house and I've been to some of theirs. I've seen them cry and they've seen me cry. (Not that I'm a cry baby or anything.) They are as much a part of my life as coffee is, which, hello! is saying something. So, this isn't about a bottom line, it's personal. It's like a Hallmark commercial... it pulls on the ol' heart strings, and yet there seems to be no happy ending.
Also, not to make you feel like you've made bad decisions in the past or anything, but I inquired once or twice about having Starbucks advertise on my blog. I mean, I've got an entire category devoted to my love of Starbucks, appropriately named "For the Love of Starbucks." I don't want to make assumptions, but... perhaps if you had, I don't know, advertised here... who knows, right?
So please, gentlemen. Keep the gentle in the gentlemen and re-think your decision. I promise to buy stock. (SBUX, right?) And better than that, I promise to continue to be a daily investor in the Starbucks brand by making my frequent (OK, fine - excessive) stops in your stores. I mean, I can't think of a more horrific sight than seeing an empty, deserted Starbucks store. It makes me {gag} nauseous just blogging about it.
Sincerely,
The Undomestic Diva
P.S. If you were never planning on closing my particular store, then forget you ever read any of this. Thanks.
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Don't think I didn't forward this to Starbucks Chairman Howard Schultz and Chief Financial Officer Pete Bocian. I don't mess around, people.