Starbucks announces major reversal in policy that will force customers to pay for simple pleasure

Starbucks has announced that customers must now make a purchase to use the spaces, including restrooms.

On Monday, the company said it was reversing a policy that invited everyone into its stores.

The shift marks the end of a seven-year experiment in open-door inclusivity and comes as the coffee giant struggles to address declining sales and safety concerns at its North American stores.

Starbucks’ new code of conduct, which comes into effect on January 27, requires cafes, patios and restrooms to be reserved only for paying customers, their guests and employees.

The rules explicitly prohibit harassment, smoking, outside alcohol consumption, drug use and cheating. Violators will be asked to leave and police may be called if necessary.

Starbucks spokesperson Jaci Anderson emphasized the intent behind the new rules: “We want everyone to feel welcome and comfortable in our stores. By setting clear expectations for the behavior and use of our spaces, we can create a better environment for everyone.”

Starbucks said employees will receive training on how to enforce the new policy.

The new rules end an open-door policy introduced in 2018 after two black men were arrested at a Starbucks in Philadelphia where they had gone for a business meeting.

The individual store had a policy of asking non-paying customers to leave, and the men had not purchased anything. But the arrest, which was captured on video, was a huge embarrassment for the company.

It sparked national outrage, leading to a temporary closure of all U.S. stores for racial sensitivity training.

At the time, Starbucks Chairman Howard Schultz said he didn’t want people to feel “less than” if they were denied entry.

“We don’t want to become a public restroom, but we’re going to make the right decision 100 percent of the time and give people the keys,” Howard Schultz said during the crisis.

However, the consequences of that decision were challenging for both Starbucks employees and customers.

Since then, many baristas have reported dealing with loitering, inappropriate behavior and even dangerous situations.

In 2022, Starbucks closed 16 U.S. stores, including locations in Los Angeles and Seattle, due to safety concerns such as drug use and disruptive behavior.

Sara Trilling, president of Starbucks North America, addressed the need for change in a letter, writing, “There is a need to revise expectations about how our spaces should be used and who uses them.”

The company hopes the new rules will provide clarity for both employees and customers, and help rebuild the coffeehouse’s community-oriented atmosphere.

The new code of conduct is in line with new CEO Brian Niccol’s efforts to revitalize the Starbucks brand and reverse three consecutive quarters of declining sales.

Niccol has pledged to restore Starbucks’ reputation as a community center by reintroducing cozy furniture, ceramic mugs and condiment bars – features removed during the COVID-19 pandemic.

He also announced a return to personal touches, such as baristas writing messages on cups and offering free refills to customers who stick around after purchasing a drink.

The policy change has led to discussion among customers. Supporters of the new rules say they address legitimate safety and cleanliness concerns, but critics see the move as a departure from the inclusive ethos Starbucks once championed.

Still, the decision to limit access has drawn criticism from those who valued Starbucks as a welcoming space for all.

“People appreciated being able to go into a Starbucks to use the restroom,” Trilling admitted, thinking about the tradeoffs that came with that.

As part of the sweeping changes, Starbucks wants to address customer complaints about the erosion of its community atmosphere, which some blame on the rise of mobile ordering and takeout.

“Our stores will invite you to linger,” Niccol wrote in an open letter last year.

Starbucks’ decision is a bold step in its attempt to reclaim its identity as a community coffeehouse.

CEO Niccol has said he wants Starbucks to recapture the community coffeehouse feel it used to have, before long drive-thru lines, mobile ordering and other issues made visiting a chore.

However, its success will depend on how well the company balances safety, hospitality and inclusivity – and whether it can win back customers who have become disillusioned.

Only time will tell whether this turnaround will bring success or leave a bitter aftertaste.