Brief Starbucks closing gives customers a jolt

Starbucks briefly closed all
of its stores to teach new
drink-making standards.

By DON SHILLING

VINDICATOR BUSINESS EDITOR

BOARDMAN — Starbucks is closing? The thought nearly panicked Chris Vamvakis and sent him rushing up to the counter of the Boardman coffeehouse.

The 30-year-old Campbell man depends on his iced mocha twice a day, every day. And it’s not just taste or caffeine jolt. He also likes relaxing with friends and family during his afternoon and evening visits.

So when he saw a sign that said the store was closing from 5:30 to 9 p.m. Tuesday, he wanted answers. He was relieved to learn the closing was a one-time deal.

Starbucks shut down all of its 7,100 company-owned stores in the U.S. for three and a half hours to train its 135,000 employees.

Vamvakis said he was happy to give up his Tuesday evening visit for the good of the company.

“It think it’s good. If they can make the product better and refine it, that’s better for the consumer,” he said.

Laura Barba, 25, of Austintown, said she was surprised to see the sign that warned customers of the closing. When she learned the reason for the closing, she said she was pleased that Starbucks is dedicating time to training.

“Everyone should do it,” she said.

She stops at the Boardman or Austintown stores every day to buy a skinny caramel latte for $3.50.

“I’m addicted,” she said.

As for Tuesday’s training, a manager at the Boardman store said she wasn’t allowed to speak to the press. A company spokeswoman told The Seattle Times, however, that employees were to be taught new standards for making drinks.

Training was to include how to give a proper shot of espresso, steaming milk and making the drink “come together.”

Despite fans such as Vamvakis and Barba, not everything is going smoothly for the world’s largest coffee retailer.

The Seattle-based giant said three weeks ago that it will permanently close about 100 stores in the U.S. that haven’t been performing well and that it would slow its worldwide growth. The company operates nearly 16,000 stores worldwide.

The company’s stock price has fallen by 41 percent in the past year to about $19 a share.

Analysts have said Starbucks has been pressured by cheaper drinks offered by McDonald’s and Dunkin’ Donuts.

In fact, Dunkin’ Donuts didn’t want Starbucks getting all the attention Tuesday with its unusual move to close all of its stores.

Dunkin’ Donuts offered small lattes, cappuccinos and espressos for 99 cents from 1 to 10 p.m. Tuesday. The Massachusetts-based chain didn’t mention Starbucks in a release but said it offered the promotion “to ensure that no coffee lover is denied a delicious espresso-based beverage.”

Starbucks’ training initiative follows the return last month of company founder Howard Schultz as chief executive. He immediately said Starbucks needs to be revitalized.

Schultz has said more details of his turnaround plan will be announced at a shareholders meeting in March, but he has mentioned that the company will test $1 “short” cups of coffee.

shilling@vindy.com