Starbucks to change the way it places orders with new ‘siren’ system – employees fear it’s ‘the beginning of the end’

STARBUCKS’ new Siren Craft system was created to streamline the beverage-making process.

The aim of the system is to distribute drinks more quickly, but employees fear it will harm the quality of the coffee chain.

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Starbucks’ Siren Craft System builds on its Siren System, a series of equipment and technology improvements in 2022 to simplify the food and beverage preparation process for baristas.

The new system is an employee-driven change in the way Starbucks stores are operated to avoid customer backlogs and long waits, to the benefit of both worker and consumer.

Although the coffee chain intended the Siren Craft System to be a positive change for employees, one barista called it “the beginning of the end for Starbucks.”

They shared their feelings on a Reddit publishexplaining how his location started following the Siren Craft System.

They found that the new system sacrificed the customer experience and the humanity of the business.

“I am angry that the company sacrificed our mission and core values ​​of connecting with customers and focused on the efficiency of distributing drinks faster,” they said.

“While efficiency is great for any business, has Starbucks forgotten its roots???”

They shared that they were once proud to work for the company, but were deeply disappointed that the company was no longer living up to its mission and values.

“Starbucks is trying to sell us some cheap trick about the Siren System, improving our customer connection scores while distributing drinks faster, but in turn, we are distributing craft drinks at half the cost.”

THREE PROBLEMS

The barista stated that there were three main issues in implementing the Siren Craft System.

1. Drink quality

One of the modifications to the system is the sequencing of drinks. This is when the milk is steamed before the espresso shots are removed.

“Through in-store testing, partners realized they could save time without sacrificing quality or flavor by reversing the process and pulling the espresso before steaming the milk,” shared one company Press release.

However, the Starbucks employee stated that the process resulted in low quality ratings for the drink.

They noted that the method sacrificed the flavor of the drink and that they received a flood of complaints.

“Hot lattes taste bitter because now we put our shots in line first and steam our milk last. Iced coffees make customers look like sour cats because now we treat them like a cold brew with sweet vanilla cream,” they said.

What is the Starbucks Siren Craft system?

Starbucks described its Siren Craft System as “a partner-driven evolution in the way we operate our stores.”

The objective of the system is to reduce waiting times through new routines, roles and digital tools.

“With the help of the Siren Craft System, partners can anticipate increased confidence in all the work they do behind the bar. The system includes new routines for popular drinks – including simplified steps for creating orders, as well as new positions and digital tools to anticipate and meet demand,” the company shared in a press release.

One example of change is “drink sequencing,” which involves an employee pulling espresso before steaming milk when preparing a drink to speed up the process.

Another modification includes the addition of the Peak Play Caller function for when Starbucks is busy. The role provides support to baristas when needed.

two. Lack of human touch

Another aspect of the original Siren System is the cold bars, which are dedicated spaces with automated dispensers, pre-programmed settings, and workflow integration to streamline the cold beverage making process.

The employee compared them to Dunkin’ equipment and questioned the purpose of the cold bars.

“Will we one day prove that we, the baristas, will be replaced by AI, showing customers step by step how to make their own Caramel Ribbon Crunch Frappuccino, which they can serve at a kiosk like DD is already practicing?” they wrote.

3. Personnel problems

The barista also complained that Starbucks’ new system would do nothing to improve the company’s staffing issue, especially with all of its beverage offerings.

One aspect of the Siren Craft System is the role of Peak Play Caller, which has been likened to a “guardian angel” who supports baristas as needed.

The Starbucks employee said the feature wasn’t enough, considering the chain used to do BOGO, with 50% off, and four drinks for $20, “with just three people in the room.”

“Their solution to our staffing problems is simply to be flexible with their position rather than addressing the root of the problem,” they said.

As of May of this year, 1,160 stores in the US have implemented the Siren Craft System.

Starbucks is on track to expand the system in the US and Canada by the end of July.

In related news, Starbucks is just weeks away from testing a new cup redesign — and it’s not all about the color.

Additionally, a Starbucks customer was upset about a problem with their $7.15 drink, saying, “I’m not sure I’ll be back.”