A Burnt Taste
Fast Company|Summer 2022
How did Starbucks, once а shining beacon of progressive business practices, torch its reservoir of goodwill?
By Clint Rainey
A Burnt Taste

IN MIDTOWN MANHATTAN, ON THE GROUND FLOOR OF AN OFFICE BUILDING, THERE'S A COFFEE SHOP THAT'S EASY MISS.

When you walk in, there's no menu, just a metal riser supporting drinks waiting to be picked up, and in back, some plush banquettes and tables. Display cases are stocked with tidy packs of sushi and sandwiches, and shelves feature gas-station staples like Red Bull and Kettle chips. To access any of this, you have to pass through a turnstile that scans your palm and logs in to your Amazon account. The coffee and food can be paid for without uttering a word to anybody. A sign by the door suggests, Start with the apps.

Marketed as “a completely different Starbucks built on effortless convenience” when it opened last November, this store-called Starbucks Pickup with Amazon Go-is the first of three that the coffee company plans to debut in New York. It is also a striking symbol of Starbucks's quiet brand transformation from warm gathering spot to tech-enabled caffeine depot and of the challenges the company faces today. Starbucks clearly recognizes that it's at an inflection point: The company announced in March that its CEO of five years, Kevin Johnson, was stepping down. (Starbucks's stock rose 7% on the news.)

Denne historien er fra Summer 2022-utgaven av Fast Company.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

Denne historien er fra Summer 2022-utgaven av Fast Company.

Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.

FLERE HISTORIER FRA FAST COMPANYSe alt
THE NEW RULES OF BUSINESS TRAVEL
Fast Company

THE NEW RULES OF BUSINESS TRAVEL

In the era of hybrid teams, everyone is a road warrior-not just sales teams and C-suite execs. It's part of why business travel spending is expected to finally reach, and perhaps surpass, pre-pandemic levels by the end of the year, according to Deloitte. But, as with everything, work trips are not what they were in 2019. From airlines to banks, companies are finding new ways to make business travel easier-and even a little fun.

time-read
5 mins  |
Fall 2024
INTELLIGENT IMPACT
Fast Company

INTELLIGENT IMPACT

BUSINESS LUMINARIES SHARE HOW AI CAN INTERSECT WITH SOCIAL MISSION.

time-read
1 min  |
Fall 2024
REDDIT'S REVENGE
Fast Company

REDDIT'S REVENGE

IN AN ERA OF AI UPHEAVAL. THE CACOPHONOUS SOCIAL HUB EMERGES AS THE HUMAN-DRIVEN INTERNET'S LAST GREAT HOPE.

time-read
10+ mins  |
Fall 2024
SO MANY WAYS TO LOSE
Fast Company

SO MANY WAYS TO LOSE

In the Ozempic era, Weight-Watchers is remaking itself to be something for everyone meal-plan program and a tele-health prescription service. But have consumers already lost their appetite?

time-read
10+ mins  |
Fall 2024
10/10 - THE 10 MOST INNOVATIVE PEOPLE OF THE LAST 10 YEARS
Fast Company

10/10 - THE 10 MOST INNOVATIVE PEOPLE OF THE LAST 10 YEARS

In honor of Fast Company's 10th Innovation Festival in September, we identified 10 industrious leaders whose groundbreaking efforts defined the past decade in business. We spoke to them about their extraordinary achievements in tech, medicine, entertainment, and more. And we explored how the impact of their work has withstood passing fads, various presidential administrations, a pandemic, and many, many quarterly reports.

time-read
10+ mins  |
Fall 2024
The Mysterious Reappearance of the Reggie Bar
Fast Company

The Mysterious Reappearance of the Reggie Bar

How a beloved 1970s candy got called back up to the major leagues.

time-read
8 mins  |
Fall 2024
Gabriella Khalil
Fast Company

Gabriella Khalil

Gabriella Khalil, creative director, answers our career questionnaire.

time-read
2 mins  |
Fall 2024
The Fast and the Furious
Fast Company

The Fast and the Furious

High prices at McDonald's, Taco Bell, and other chains are sparking consumer revolt.

time-read
6 mins  |
Fall 2024
Lost in Truncation
Fast Company

Lost in Truncation

Lost in Truncation Generative AI was supposed to unleash our creativity. Instead, it became our cultural trash compactor. Welcome to the age of summarization.

time-read
4 mins  |
Fall 2024
Campus Radicals
Fast Company

Campus Radicals

Welcome to UATX, Austin's new well-funded and controversial anti-woke university.

time-read
10+ mins  |
Summer 2024