I’m v. jealous of the UK today. Not only did The Guardian pick up the challenge, but the 2 Starbucks challenged in the UK so far for 3.5 have been successes.
In comparison, the LA Starbucks are woefully behind, despite our meeting with the LA district managers last month. Damn. I guess I shouldn’t've gotten so psyched about that, bragging to Al of City Hippy, my challenge partner and proud Londoner, about how LA Starbucks were stepping up –
My third Starbucks Challenge 3.5 failure was at the Brentwood store on San Vincente.
Let me just say — the barista was super sweet (Managers reading this — She had dark hair and glasses — about 5’5″ — and prolly deserves a promotion). She told me regretfully that only Gold Coast and Decaf House were brewing, and tried to look around for some fair trade coffee — But she obviously hadn’t been told that the old Fair Trade Blend had been replaced by Cafe Estima. She even went so far as to offer me a free sample of Gold Coast.
Seriously, if anyone at Starbucks just took a half minute to let baristas like her know that Cafe Estima’s the new fair trade certified blend, Starbucks would get so much positive PR from bloggers like us. Really, we’re not hard to please!
I am wondering, though, why 2 of 3 stores I visited were NOT brewing Cafe Estima, as advertised by Starbucks’ CSR department…
took the challenge (after a long AWOL hiatus) just over the grapevine on my way up north. it took some doing….baristas had no idea what fair trade was, thrown off by french press deal – the usual. but i got it in the end.
and you are absolutely right. most young baristas really want to help, and be friendly, but just need a tiny bit of info, like what is fair trade and do we carry it! c’mon sbx, what about the sticky on the register idea? not rocket science…..
Comment by Anna — January 6, 2006 @ 10:20 am
Fair Trade Certification has much greater awareness in the UK. Your average UK shopper can at least recognize the UK’s Fair Trade Foundation label. Of course, they had a head start on us, and they’re a smaller country…
Nice of the Guardian to pick up the challenge…
Comment by bay area fair trade dude — January 6, 2006 @ 11:37 am
I posted this on an older post but thought it would be relevant here as well.
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It’s funny that you assume because the baristas are uneducated about Cafe Estima that it is corporate’s fault. I happen to be a Starbucks barista and know first hand that Fair Trade and Cafe Estima information is in our workbooks and our new Coffee Passports (pg 60 to be exact). In fact, Cafe Estima is in our new Scoop newsletter this week. Corporate has given us every opportunity to learn about this. Some baristas just don’t bother to read the material.
Education needs to come for both sides – corporate and the customers. I have learned alot about certain coffees because a customer talked to me about their favorite blends. Instead of trying to trick the baristas, why not ask for Cafe Estima and talk about Fair Trade. It may prompt the baristas to study up more.
I guess I am trying to figure out if your “challenge†is really about helping coffee farmers or about finding fault with Starbucks. If you really, truly wanted to help the coffee farmers, I’d think you would be more than happy to help educate any barista about Fair Trade and not just try and trap them. Because the next time a customer asks for Fair Trade, the barista will know.
I would also recommend Siel and the other critical bloggers try working at a Starbucks store for a month or so. It is easy to critize a company or operation when you are on the outside. Walk in their shoes before you “assume†you know what is actually going on.
Comment by BaristaJockey — January 6, 2006 @ 11:49 am
Hey BaristaJockey — I kinda feel like you’re being a lil unfair to your fellow baristas. As you yourself seem to imply in your “walk in their shoes” bit, it’s a tough job, with a lotta info coming at you from different directions.
When we had a chat with the LA-based managers, they described many of these challenges, and said that although there are some undermotivated baristas out there, management and corporate could do a much better job at training to making sure Starbucks’ fair trade policies are carried out at the barista level.
BTW — I have a copy of the new barista passport, and I’ll point out that although the lil description does mention Cafe Estima is fair trade certified, there’s no Fair Trade Certification sticker/logo on the page that would help baristas identify it as such — A problem that challengers have pointed out, to hopefully encourage Starbucks to change this, making it easier on the baristas.
The point of the challenge is to see if Starbucks is delivering on its promises. Yes, I personally am a fair trade advocate, and many of us do want coffee farmers to get a fair deal. That said, many challengers have joined in because they want to see if big corps like Starbucks do what they say, and are less concerned about fair trade issues.
I guess I don’t see it as the customer’s responsibility to train Starbucks employees on the company’s own policies. That said, many challengers have gone out of their way to share info about fair trade with the baristas — Something we’re hoping more store and district managers will start to do.
Comment by Siel — January 6, 2006 @ 1:01 pm
Siel –
As one of the challengers that likes to clue the baristas, I have to strongly agree with your commenter on this one.
IF you want change, and claim activist status, then one should act affirmatively to achieve the FT goal.
I have been on the receiving end of pessimist-activism, and it is an order of magnitude less effective, and can easily be dismissed in the long run as other issues outweigh it.
Asking for the coffee and not getting it leaves the partner no wiser and the next challenger no better off. A little education — combined with a suggestion that they need to read the Scoop and the work book materials on FT — will do more to change your experience than leaving them baffled.
In any case, if it is really not the customer’s job to educate the partners in the customer’s chosen field of activism then it is no more the customer’s job to educate management about failings in its stores or meet with managers and extract promises of company change.
On the other hand, it is really hard to do the education work, and a little embarrassing, and sometimes I — who make it a game of social engineering to overcome the nervousness at being so weirdly pushy in the store — sometimes I am just not up to it. But explaining why I want something is always my job, even if I don’t quite do it.
[shrug}
INHO, that is, which, with a $1.85 will by you a cup of coffee.
Comment by Roger, Gone Green — January 7, 2006 @ 4:53 am
Hey Roger — I see your point, and have nothing against what you do… I guess what makes me uncomfortable is that challengers may inadverdently piss off the baristas who’re trying to do their best, you know? Sometimes I read your challenge posts and wonder if the barista’s thinking, “Who the fuck does this guy think he is, telling me how to do my job!?”
But I can see how, if done nicely and kindly with respect, customers can def. take a role with education. Still, the most common comment I get from baristas who DON’T like the challenge is rude or mean or condescending challengers — which makes me shy away from asking challengers to enter into more “educational” efforts…
Comment by Siel — January 7, 2006 @ 1:43 pm
Yes Ma’am,
It is always a risk, but as someone noted on the other post on this topic, one can read the circumstances. One thing I have noticed is that the ones who don’t know FT are gratified when you use the SBX Presenter Cheery-Voice to explain that “this is the FT label — other companies use it too — and any coffee with this label is special (smile).” Etc. Note too I deliberately go conspiratorial — “Hey be sure to check up on the FT label stuff,” I say, lowering my voice, leaning my head in to share a secret. “There are more than 160 folks shopping the FT label heavily, so you want to be up on it!” Then SMILE.
See how this is different than a pedantic lecture? Notice how if they have blown it, one gets all nice and helps them “say yes”? Whoever they think you are, most take the info to heart.
On the other hand I do know that at least two or three partners have commented here and maybe on that LJ spot (and on my blog too I think) that it pisses them off to be tested and “tricked” without explanation of what you expected them to do.
I know, I know, you are just checking up on corporate promises; but the line person gets the flak, and the write up etc. And feels tricked, even if that is not your intent.
And then we come again to a point you skipped: If it is not my job as an activist to explain what I as the activist customer want from them, then it is also not my job to tell corporate to live up to their promises. \
Oh you can stop buying the product, or protest that the web page is a lie — but there is no principled difference between meeting with the managers discussion how they need to accomplish an internal task and educating the baristas.
Finally, my dear Siel, in my experience when people say “its not my job to do X” they mean they can’t or won’t do something for some reason completely disconnected with what is at issue . . . (wicked grin). . .
Meanwhile, I will remain quiet on the post asking others’ opinions. . . .
R.
P.S. I believe YOU can do this, but I agree not everyone may want to try to educate in this way.
Comment by Roger, Gone Green — January 7, 2006 @ 9:13 pm
Wow, that “can’t or won’t” bit was rather harsh, and I believe in this case, uncalled for, wicked grin or not. I can, but won’t, do as you do, as of now, for the reasons named above.
Hours before this comment, I put up a new post to give your thoughts more attention and to open up a discussion about it. I hope you consider that as a sign that I’m keeping an open mind to this, and that I’m willing to be convinced. But this “if you were really an activist, you’d do [insert item]” thing, in my opinion, encourages “holier than thou” type stances that ends up being counterproductive.
We’re on the same side here, I believe, and hope we can keep an open discussion without unduly claiming others are “disconnected with what is at issue.”
Comment by Siel — January 7, 2006 @ 10:27 pm
Harsh? Nah. It feels harsh if it hits a nerve. *I* find it too daunting sometimes to do the educating properly, and don’t. There are times when the vibe is wrong, or I lack the courage to be bothersome. You have hinted at something similar. My *point* was that the “not my job” dodge is not a viable basis on which to rest a position. End of point. If you won’t, then you won’t; no need to hang it on “not my job.” And that is especially true where the entirety of the rest of the challenge is based on doing the top managers job for them . . . .
Comment by Roger, Gone Green — January 8, 2006 @ 9:35 am
P.S. We are on the same side. Or rather, I’m on your side, as it is your show!
Comment by Roger, Gone Green — January 8, 2006 @ 9:37 am
Eh — I don’t buy this “if you don’t agree with me, it’s cuz you don’t wanna admit it” type thing. Then again, I dislike “This is what you SHOULD always do” stuff — esp. from male figures older than myself. Reminds me too much of my father, who I didn’t talk to for good reason… Might be a biased gut reaction on my part…
Comment by Siel — January 8, 2006 @ 10:07 am
Me, older? FATHER-LIKE!?! You wound me! And it’s not an “if you don’t agree with me” thing, its an “it’s not my job” is a weak argument for what we agree on thing . . . If you choose not to do what I like to do, then own the choice, say no thanks, and let it be! Skip the weak justification — your choosing not to is cool!
And now that I know you choose not to (“I think I could do a hesitant, “Um, I believe that Cafe Estima’s fair trade certified?†if the barista has no clue. But there’s really no way I’d tell the barista they need to go read Scoop and their workbook materials.) I really will stop urging you to do it.
Honest.
Comment by Roger, Gone Green — January 8, 2006 @ 11:20 am
Older THAN ME, I said. Older than me! And dude, you ARE a father! Not mine, but still ;)
Still don’t think it’s my job, whether or not I choose to “educate.” But maybe we can agree to disagree?
Comment by Siel — January 8, 2006 @ 11:44 am
But we don’t disagree . . .
(heeeheeeheee)
Ok!
Comment by Roger, Gone Green — January 8, 2006 @ 1:31 pm
Roger,
Forgive me for intruding, but unless I’m missing something, Siel nowhere used the language, “It’s not my job too…” She originally said, “I guess I don’t see it as the customer’s responsibility to train…” Reasonable, moderately phrased. By attributing to her ornery language that she herself originally chose not to use (albeit, to say a similar thing), you have, in effect, tipped at least one arrow in your argument with poison — and this type of thing is a bitch on nerves.
Just sayin’.
Comment by madgeneral — January 8, 2006 @ 6:04 pm