Starbucks is rolling out its Siren Craft System to streamline how orders are processed and prepared, aiming to reduce wait times and improve efficiency amid consumer concerns over rising costs. The initiative, which has already been implemented in over 10% of its 10,000 stores and is set to expand across North America by July’s end, prioritizes optimizing operations to handle anticipated increases in orders, particularly through its mobile app.
Central to the Siren Craft System are changes in production methods for both hot and cold drinks, designed to make workflows smoother for baristas and enhance service speed for customers. Starbucks hopes these improvements will rejuvenate its business after reporting a decline in same-store sales and traffic earlier this year.
Katie Young, Starbucks’ senior vice president of store operations, highlighted the importance of adapting to unexpected surges in customer demand, emphasizing the need for flexibility in cafe operations. The company plans to introduce new roles, such as a “play caller” akin to a restaurant expediter, to address operational bottlenecks effectively.
Additionally, Starbucks is resequencing drink orders to prioritize preparation based on when orders are received, rather than by drink type, which aims to optimize efficiency in both cafe and drive-thru settings.
Looking ahead, Starbucks plans further enhancements under the Siren banner, including upgraded equipment like custom ice dispensers and faster blenders, which are expected to roll out gradually over the coming years. These improvements are intended to simplify tasks for baristas and enhance the overall customer experience.
As Starbucks continues to refine its operations, the company remains committed to addressing staffing and scheduling concerns raised by its employees, particularly those organized under the Workers United union.
By investing in these initiatives, Starbucks aims to reassure customers of improved service efficiency, regardless of peak periods or unexpected rushes.