Without a coherent national policy to coordinate a unified defense against the coronavirus Covid-19, American coffee shop retailers across the country have been forced to operate under a diverse set of rules depending on regulations in 50 different states.
This has been a unique challenge for industry leader Starbucks which implemented its own national policy for all stores. Starbucks quickly closed all inside service as the virus started to spread in the United States and moved sales to drive-through windows where customers could remain in their vehicles and safely socially distance themselves from employees.
A small number of Starbucks shops were closed altogether with posted notices pointing customers to other nearby stores thus consolidating business within fewer locations.
Now the company is reopening its stores across the United States with what c.e.o. Kevin Johnson calls “the concept of the third place.”
“These adaptations will reinforce the concept of the third place – a warm and welcoming place, outside of our homes and our workspaces, where we connect and build community,” Johnson stated in a letter to employees this week. “We think of the third place as a mindset — a feeling of comfort that uplifts customers everywhere, and in every way, they experience Starbucks. And the third place has never been more relevant than now, as communities seek to reconnect and heal.”
Starbucks is expected to reopen more than 85 percent of its stores by the end of this week, Johnson wrote, while setting a 90 percent target by early June. Stores will operate with modified hours and levels of operation depending on divergent rules established in each state. Service is being expanded to include mobile ordering with what he calls “contactless pick-up, delivery and, in some locations, curbside pickup and grab-and-go through the café.”
In making the move, Johnson cited the experience Starbucks gained in China where stores were closed with the virus and then reopened. More than 98 percent of Starbucks stores there are now operating.
“We have adapted these protocols for the U.S. and our goal is to exceed the standards outlined by the Centers for Disease Control and Prevention for a safe experience, including heightened emphasis on cleaning and sanitizing protocols in our stores,” Johnson wrote.