new York
CNN
—
Starbucks no longer wants to be America’s public toilet.
Starbucks is abandoning a policy that allowed anyone to patronize its cafes or use the restrooms without making a purchase. The new rules are part of a broader effort to improve the Starbucks coffee experience and deter homeless and non-paying customers who have come to use Starbucks only to access shelter and restrooms — but they override a policy that was put in place after one of the biggest public relations disasters in company history.
The new code of conduct, announced to stores on Monday, is part of CEO Brian Niccol’s strategy to attract customers, boost flagging sales and improve relations with workers. It applies to all locations in North America and will be displayed on store doors.
The changes are a “practical step that helps us prioritize our paying customers who want to sit down and enjoy our coffees or who need to use the restroom during their visit,” a Starbucks spokesperson said in a press release. “By setting clear expectations for behavior and use of our spaces, we can create a better environment for everyone. »
Other changes include banning panhandling, discrimination, outdoor drinking and vaping, according to the policy posted online. Employees will receive training on the new policy.
Starbucks is also trying to entice customers to stay in its cafes instead of ordering takeout by offering perks for in-store orders. Starting January 27, all customers can receive a free refill of hot or iced coffee served in ceramic mugs or reusable glasses. Previously, this benefit only applied to Starbucks loyalty program members.
Starbucks’ decision represents a reversal of its one-off relationship providing restroom access to the general public.
Limiting access to restrooms comes at a time when many U.S. cities and suburbs lack adequate public access to them. That left private companies like Starbucks, McDonald’s and other chains to fill the void.
Opening restrooms and cafes to the general public helped Starbucks present itself as a “third place” between work and home and attract potential customers. However, this policy has created challenges for both employees and customers.
The open door policy began in 2018 after two Black men were arrested at a Philadelphia location while waiting for a friend. One of the men said he asked to use the restroom shortly after entering and was told it was only for paying customers. The incident was caught on camera and turned into a public relations disaster for Starbucks.
In 2022, former Starbucks CEO Howard Schultz said he may not be able to keep his restrooms open, citing a growing mental health issue that poses a threat to his staff and customers. That same year, Starbucks closed more than a dozen locations, mostly located in the city center, citing safety concerns.
“This is another example of the complications caused by the lack of public restrooms in the United States and the change in tone of Starbucks – sometimes benefiting from the lack of public infrastructure and being affected by the same things,” said Bryant Simon, a historian. at Temple University who wrote a book about Starbucks and is currently working on a book about public toilets in the United States.