My husband double-parked while I ran into tthe campus Starbucks to grab a small coffee after visiting our daughter at college. Easy, right?
I opened the door and bumped into a 12-person line extending to the entrance. Over at order pickup, I spot 12+ more people waiting for their complex, customized brews.
I just want a regular coffee. Is it worth waiting 20+ minutes for a 10-second pour?
Coffee chains have reduced regular-filter coffee options by 24% over the last 5 years. They think they’re matching demand—but what if experiences are reducing demand?
When asked, chains share an unexpected response: they think they’ve already solved the “regular-coffee” problem.
- Starbucks executives said: “…new equipment is increasing efficiency and improving service times.”
- Dunkin’s CMO said: “…customers can get their drinks faster by ordering ahead on the app” and “we recently introduced a darker blend to please black coffee drinkers.”
Beans, apps, and equipment won’t solve this.
Because regular coffee drinkers will still be stuck behind “venti iced caramel macchiato with almond milk, extra caramel drizzle, an extra shot of espresso, and light ice” orders.
There’s no substitute for talking with customers—but not just about problems. Ask about solutions.
One customer who frequents Starbucks at the airport suggested: “Put in an express lane for black coffee, so I don’t have to wait behind 20 people ordering a half-soy, mocha, latte Frappuccino.” Not a bad idea.
As I waited at Starbucks, I envisioned an intuitive and well-designed self-serve kiosk. Swipe payment for the desired volume and brew. Fill my travel mug and go.
Ask customers what they think about problems and solutions. They’ll share fresh insights and surprising creativity.