• Home
  • Latest
  • Fortune 500
  • Finance
  • Tech
  • Leadership
  • Lifestyle
  • Rankings
  • Multimedia

Trendingnow

1

How stalled models, missed deadlines, and staff burnout led to the unraveling of Google's DeepMind

2

CEO of $49 billion AI company says it’s ‘mind-boggling’ people think you can work 38 hours a week, have work-life balance, and be successful

3

Top economist warns that the AI math doesn’t make sense: 'Profits are currently being funded by investors rather than earned from customers'

1

How stalled models, missed deadlines, and staff burnout led to the unraveling of Google's DeepMind

2

CEO of $49 billion AI company says it’s ‘mind-boggling’ people think you can work 38 hours a week, have work-life balance, and be successful

3

Top economist warns that the AI math doesn’t make sense: 'Profits are currently being funded by investors rather than earned from customers'
RetailStarbucks

Starbucks order taking forever? Don’t blame the barista

Sasha Rogelberg
By
Sasha Rogelberg
Sasha Rogelberg
Reporter
Down Arrow Button Icon
Sasha Rogelberg
By
Sasha Rogelberg
Sasha Rogelberg
Reporter
Down Arrow Button Icon
October 18, 2024, 12:35 PM ET
A Starbucks barista stands with a furrowed brow behind the cash register.
Starbucks workers said in a recent survey they are understaffed and have unreliable equipment.Jeffrey Greenberg/Universal Images Group—Getty Images
Add Fortune on Google for similar content.

Starbucks workers are dealing with short-handed stores and broken machinery—and it’s likely the reason customers are left tapping their toes waiting for their pumpkin spice lattes and cream-topped cold brews.

Recommended Video

Only one-third of U.S. Starbucks workers believe they have stores that are consistently well-staffed, per a survey responded to by about 160,000 Starbucks employees across 10,000 U.S. stores in April, Bloomberg reported Thursday. Survey results were released within the company in July. Respondents ranked staffing with the lowest approval rating of all the issues measured. Plus, fewer than half of staff members surveyed said their store had reliable equipment to prepare food and drinks on a consistent basis.

A Starbucks spokesperson told Fortune the feedback survey from employees has shown consistent improvement in other job satisfaction metrics. More workers agree they are getting the hours they want to work and are earning competitive pay. According to Starbucks’s third-quarter earnings, turnover has been its lowest since the pandemic, and there’s been the highest rate of shift completion, or number of scheduled shifts getting worked, in two years.

But Starbucks’ staffing issues have been a burden for baristas, who say short-handed, behind-the-counter teams have made it harder to efficiently fulfill orders, leaving customers impatient. About 8% of Starbucks customers wait between 15 and 30 minutes for orders, according to September data from marketing consultancy Technomic. It’s a problem that didn’t exist in 2019, according to the report.

Restless customers waiting for online orders have cost the coffee chain. Former Starbucks CEO Laxman Narasimhan said in the company’s second-quarter earnings that loyal customers were canceling orders taking too long to be fulfilled, which contributed to the company’s lackluster sales. More than 60% of Starbucks’ morning sales come from in-app orders from busy commuters. 

Narasimhan’s successor Brian Niccol, who started as CEO on Sept. 9, identified this issue as a priority in an open letter to employees on Sept. 10, pledging to give baristas “tools and time” to perform their jobs.

“Many of our customers still experience this magic every day, but in some places—especially in the U.S.—we aren’t always delivering,” he wrote. “It can feel transactional, menus can feel overwhelming, product is inconsistent, the wait too long or the handoff too hectic.”

What Starbucks is doing to improve wait times

Starbucks has been trying to address its long wait times prior to Niccol’s arrival. As of July, about 10% of chains began integrating a Siren Craft System, a set of protocols to improve technology and processes to improve order efficiency, including introducing a staff role specifically designed to resolve and expedite hiccups. The company increased staffing across 3,500 locations earlier this year.

Starbucks also adjusted how drinks are made. Instead of the previous system of prioritizing cold drinks—which were often left piling up as baristas scrambled to make hot beverages—drinks are now prepared in the sequence in which they’re ordered.

And under Niccol’s direction, Starbucks has scaled back on discount and promotions to return the brand to its premium status and alleviate some pressure from workers by promoting seasonal drinks already available. The strategy follows the playbook Niccol created during his time as Chipotle CEO. During his tenure as boss of the fast-casual chain, Niccol improved Chipotle’s mobile app, leveraging it to increase order efficiency, including the implementation of grab-and-go shelves for online orders, which reduced line waits. 

“People start their day with us, and we need to meet their expectations,” Niccol said in his Starbucks open letter. “This means delivering outstanding drinks and food, on time, every time.”

Fortune Daily breaks the traditional barrier between audience and newsroom. The show transforms Fortune’s trusted reporting into actionable, conversational, and entertaining insights for an emerging class of business leaders. Watch here.
About the Author
Sasha Rogelberg
By Sasha RogelbergReporter
LinkedIn iconTwitter icon

Sasha Rogelberg is a reporter and former editorial fellow on the news desk at Fortune, covering retail and the intersection of business and popular culture.

See full bioRight Arrow Button Icon
Add Fortune on Google for similar content.

Latest in Retail

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Fortune Secondary Logo
Rankings
  • 100 Best Companies
  • Fortune 500
  • Global 500
  • Fortune 500 Europe
  • Most Powerful Women
  • World's Most Admired Companies
  • See All Rankings
  • Lists Calendar
Sections
  • Finance
  • Fortune Crypto
  • Features
  • Leadership
  • Health
  • Commentary
  • Success
  • Retail
  • Mpw
  • Tech
  • Lifestyle
  • CEO Initiative
  • Asia
  • Politics
  • Conferences
  • Europe
  • Newsletters
  • Personal Finance
  • Environment
  • Magazine
  • Education
Customer Support
  • Frequently Asked Questions
  • Customer Service Portal
  • Privacy Policy
  • Terms Of Use
  • Single Issues For Purchase
  • International Print
Commercial Services
  • Advertising
  • Fortune Brand Studio
  • Fortune Analytics
  • Fortune Conferences
  • Business Development
  • Group Subscriptions
About Us
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • About Us
  • Press Center
  • Work At Fortune
  • Terms And Conditions
  • Site Map
  • Facebook icon
  • Twitter icon
  • LinkedIn icon
  • Instagram icon
  • TikTok icon
  • YouTube icon

Latest in Retail

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

Most Popular

Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025
Finance
Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam
By Fortune Editors
October 20, 2025

© 2026 Fortune Media IP Limited. All Rights Reserved. Use of this site constitutes acceptance of our Terms of Use and Privacy Policy | CA Notice at Collection and Privacy Notice | Do Not Sell/Share My Personal Information
FORTUNE is a trademark of Fortune Media IP Limited, registered in the U.S. and other countries. FORTUNE may receive compensation for some links to products and services on this website. Offers may be subject to change without notice.