Starbucks Implements New Speed Goals To Reduce Order Wait Times

Starbucks is on a mission to rebuild its coffeehouse culture and improve customer service. The latest enhancement involves shortening wait times for orders. After numerous reports last year about wait times exceeding 30 minutes, Starbucks’ new target is getting an order out in four minutes or less.

The four-minute goal is for orders both in-store and in the Starbucks drive-thru. For mobile and delivery orders, baristas should aim for a maximum of 12 minutes.  “Really quick” fresh coffee is the goal, according to CEO Brian Niccol.

In all of its history, this is the first time Starbucks has set time goals across the company. Starbucks has not released official data stating what the average wait time is currently.

Designed to reduce drink-making complexity, increase delivery rates, and provide better customer communication, Starbucks’ Siren Craft System will help baristas meet the four-minute goal even during busy hours. The coffee retailer even brought in tech firm Empower Delivery to help stores with software updates and equipment improvements to boost performance.

The Starbucks Comeback

For the past few years, Starbucks witnessed a decline in sales and customer satisfaction. Long lines and operational inefficiency plagued the chain. To address various issues, Niccol began looking at ways to “get back to basics” and revitalize its once-held image of a premium coffeehouse.

“We’ve made it harder to be a customer than it should be,” Niccol noted late last year, per Quartz.

Part of the Starbucks revamp goes beyond just reduced wait times. The coffee giant cut its menu by 30%, essentially eliminating complicated, unpopular beverages. Ceramic mugs, condiment stations, and more comfortable seating are also coming to Starbucks locations. Vegan-friendly menu items are being added, and the upcharge for dairy-free alternatives is going away.

The company overhaul also included laying off corporate workers and closing multiple locations. In addition, many unfilled job positions were simply eliminated.

Starbucks also reversed its “open-door” policy this year. The controversial rule, which was implemented in 2018, allowed someone to enter and loiter inside a Starbucks location without buying anything. The rule led to several problems, including reported violent incidents involving both patrons and employees.