当地时间1月13日,据外媒报道,咖啡连锁品牌“星巴克”宣布一项新规定,推翻了2018年来实施的开放政策,北美各地门店不再免费开放,进店需要消费,员工也将接受该新规定的相关培训。
Starbucks is reversing its open-door policy after almost seven years, now requiring that people make a purchase if they want to hang out at its coffee shops or use its restrooms in North America.

此外,新规定警告称,违规者将被要求离店,并表示如有必要,门店可能会致电执法部门。
The code of conduct warns that violators will be asked to leave, and says the store may call law enforcement, if necessary.
据外媒报道,星巴克发言人表示,新规定旨在优先考虑付费的客户,大多数其他零售商已经制定了类似的规定,“我们希望每个人都能在我们的门店里受到欢迎和感到舒适。通过设立新标准,我们可以为每个人创造一个更好的环境。”
Starbucks spokesperson Jaci Anderson said the new rules are designed to help prioritize paying customers. Anderson said most other retailers already have similar rules. "We want everyone to feel welcome and comfortable in our stores," Anderson said. "By setting clear expectations for behavior and use of our spaces, we can create a better environment for everyone."
新规定是否适用于星巴克中国门店?
1月14日,星巴克中国官方客服接受媒体采访表示,目前国内的星巴克是由门店各自管理运营,具体情况由门店自己来定,并没有强制要求不免费对外开放。
Currently, Starbucks stores in China are managed and operated independently, with each store setting its own policies. There is no strict rule against offering free access to the public.
“目前并没有接到不免费对外开放的通知。”有星巴克门店向记者表示,星巴克属于消费场所,按道理进来是需要消费的,但一般情况下如果有空闲座位,门店不会去驱赶不消费的顾客。如果门店已经坐满有新的消费顾客需要座位,我们会去跟没有消费的客人做协商,他们消费就可以继续休息,反之我们可能要请他把自己的位置让给消费的顾客。”
"Starbucks is a consumer venue, and in theory, one needs to make a purchase to enter. However, under normal circumstances, the store will not drive away customers who have not made a purchase if there are vacant seats. Only when the store is fully seated and new customers who wish to consume need seats, we will negotiate with the guests who have not made a purchase. If they make a purchase, they can continue to rest; otherwise, we may have to ask them to give up their seats for customers who wish to consume." a Starbucks staff said.

此前,星巴克2024财年第四财季实现营收90.74亿美元,同比下降3.2%;归母净利润9.1亿美元,同比下降25.4%,星巴克第四财季业绩主要受北美收入疲软的影响。
据悉,布莱恩·尼科尔(Brian Niccol)于2024年9月9日起接任星巴克董事长兼首席执行官一职。上任后,尼科尔提出“重返星巴克”计划,该计划意味着要专注于星巴克一直以来独特的品牌特征,成为一个人们聚集的温馨咖啡馆,“从一些顾客那里听说,我们已经偏离了核心,停止与他们沟通。结果确实是有些人来得更少了。为了欢迎所有客户的回归并恢复增长,我们需要从根本上改变战略。”
在门店服务与体验上,尼科尔此前指出,星巴克必须重新定位为社区咖啡馆,必须向世界重新介绍星巴克,从根本上改变营销方式,将突出客户期望的手工产品,并展示咖啡创新,将简化过于复杂的菜单,修复定价结构,确保每位客户光临星巴克时都觉得物有所值。
此外,尼科尔在2024年9月时公开提到,星巴克近期的重点是美国,需要让占比最大的业务恢复增长,当然在世界各地也有很多机会,团队将专注于如何让星巴克在中国恢复增长,并让所有国际业务再次表现良好。
星巴克13日盘后跌0.01%。
编辑:黎霈融 弓玥琪
实习生:郝佳艺
来源:澎湃新闻 都市现场 星巴克中国官方微博 驱动之家 CBS NEWS |
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