What your participation in the Starbucks Challenge has done so far: Starbucks has admitted that there IS a problem. A fairly speedy admission, considering that the challenge has been going on less than two weeks.

According to Cindy, Starbucks has a “brewed coffee press upon requestâ€? policy. At your request, baristas should immediately say they can French press a specific coffee — whether fair trade or another blend — without rattling off the list of currently brewing blends. You should then be able to buy the coffee in the size you requested, paying specifically for that size, in about 4 minutes.

This hasn’t been happening in many stores — and, in a very un-Nestle-like manner, Starbucks has admitted their shortcomings, and taken action. The following “reminder” email was sent out to all company operated stores in the US and Canada this week:

Not all store partners may be familiar with how to “just say yes� when a customer requests a brewed coffee other than those being offered as Coffee of the Week (COW). This may be especially true for customers looking to enjoy a freshly brewed Fair Trade Certified or Organic Starbucks coffee.

Action Required

If, at any time, a customer would like a cup of brewed coffee other than those offered as COW, please offer that customer their choice brewed in a coffee press.

· Explain to the customer it will take four minutes to brew the coffee in a press.

· The customer may select any cup size for their coffee. Charge the customer only for the cup size they select, not for the entire press.

· Pour the customer’s coffee for them into a “to go” or “for here” cup appropriate to the size they have ordered.

· Sample the remaining coffee press to other customers.

· Use an opened 5 lb. bullet of the selected coffee to prepare the press. If you do not have an opened 5 lb. bullet, open a 1 lb. FlavorLock™ bag to prepare the press.

Cindy says she’s been following up with the less fair trade-friendly stores named in the challenge (Please always provide cross streets or addresses, she requests). In fact, she says she may even join the blogosphere herself, dropping in to comment! I just hope this isn’t only to repeat what Starbucks tells me in pretty much every single communication I get from them: that Starbucks’ purchases make up about 25% of the fair trade coffee that comes into the US, making it the largest purchaser of fair trade coffee in North America.

Yeah, we get it. You’re huge. We just think that if Starbucks really responded to customer demand, fair trade purchases would make up more than the measly 1% of Starbucks’ current purchases.

But in any case, one step at a time. Cindy of Starbucks: “In regards to feedback from our customers, I think it is important to note that it is not a break down in our commitment to Fair Trade or our mission. It happens to be a break down in customer service.”

I just got home from a wine tasting, and am feeling pretty optimistic — I’m taking Cindy and Starbucks at their word while continuing this challenge.

Bloggers — Challenge on — and expect better service.

Filed in: starbuckschallenge tea trade UK USA business cityhippy coffee corporate csr drink fair fair-trade fairtrade LA London losangeles responsibility social starbucks

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