Partner Exclaims Starbucks Coffee Culture Is Disappearing! All Because of Frappuccinos?!

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Starbucks Announces Major Updates to Cold Beverage Production

Recently, Howard Schultz stated at a Starbucks investor briefing that cold beverages now account for over 70% of Starbucks' sales. To better meet customer demand for cold drinks, Starbucks will launch newer, faster equipment for making cold brew and Frappuccinos, with fewer steps and reduced preparation time for less popular cold beverages.

Frappuccino's Evolution and Popularity

Since their launch, Frappuccino products have been highly favored by consumers. Initially, Frappuccinos were introduced to offer customers more ways to drink coffee, selling coffee as frozen blended beverages. Later, to accommodate more customers visiting Starbucks who didn't want coffee, Starbucks gradually introduced more caffeine-free Frappuccinos.

With the growing preference of younger consumers for sweet beverages, Starbucks beverage development teams in different countries and regions create Frappuccino products with rich flavors and eye-catching designs based on local consumer tastes. Therefore, Frappuccinos have secured a prominent position in Starbucks' cold beverage sales.

As millennial customers' demand for cold beverages increases along with their pursuit of flavor innovation, Frappuccinos have become the best-selling products in Starbucks' various regions. Consequently, Starbucks has continuously increased investment in Frappuccino research and development in recent years.

Challenges in Frappuccino Preparation

However, to create more attractive Frappuccino presentations, the preparation steps are somewhat complicated. With increasing orders, there's less time for baristas to interact and connect with customers.

Starbucks also indicated that many baristas have resigned due to the increasing number of complicated beverage orders. Customers become frustrated with longer preparation times, increasing baristas' psychological stress.

The New Siren System

At the recent briefing, Howard announced that Starbucks has developed a specialized system for making beverages that require blenders, such as Frappuccinos—the Siren System. The new system will use customized ice dispensers, milk dispensers, and faster blenders to accelerate the preparation process for Frappuccinos and other cold beverages.

Starbucks stated that with the new equipment, baristas can prepare a Mocha Frappuccino in just 36 seconds and 13 steps, compared to the current system's 87 seconds and 16 steps. The preparation time for other Frappuccinos and cold beverages will also be reduced by half. This allows baristas more time to prepare other beverages and interact with customers.

Mixed Reactions from Starbucks Employees

After the new system was announced, some Starbucks employees interviewed by local media expressed that it would be better to directly introduce fully automated Starbucks machines, allowing baristas to simply press buttons, handle cup placement, and add decorations...

Others expressed concern that more complex technology comes with different cleaning procedures and equipment maintenance... Moreover, if the automated system fails, beverage preparation time would become even longer.

Some employees noted that Starbucks' coffee culture is continuously weakening. New products are gradually becoming Frappuccino/cold brew-focused, reducing opportunities for baristas to demonstrate coffee preparation to customers. Customer attention to classic Starbucks coffee has also decreased... "I enjoy chatting with customers while making coffee, but now I spend more time with my back to customers preparing cold drinks."

Some store managers who have worked at Starbucks for many years mentioned that many people join Starbucks hoping to learn more about coffee preparation and coffee shop management. However, the skills learned at Starbucks today cannot be applied in independent coffee shops, which disappoints many partners.

Why Focus on Cold Brew and Frappuccinos?

Starbucks' emphasis on innovation in cold brew and Frappuccino products stems largely from their high versatility. Starbucks has always prioritized customizable products, hoping customers can achieve beverages that better match their personal tastes or expectations through ingredient additions or reductions.

Traditional espresso beverages lack versatility, with only flavor syrups offering variation, but they lack significant visual appeal. As crushed ice products, Frappuccinos can be paired with different ingredients to create more colorful and attractive layered effects, with flavors not limited by espresso.

The refreshing, mellow character of cold brew also makes it suitable for pairing with various ingredients. Cold brew can serve as the main component or a supporting element in specialty beverages. Different combinations can present varied layered effects in the final product, better attracting customer attention.

Delivery Services and Future Strategy

Another reason Starbucks chooses to offer more cold beverages is the increasing number of customers using delivery services. When hot coffee is delivered to customers, temperature changes easily alter the coffee's flavor and overall mouthfeel. Although cold beverages also experience some changes, the difference in overall taste and texture is less pronounced compared to hot beverages.

According to Starbucks Corporation's briefing and Starbucks China's "2025 China Strategic Vision," Starbucks will globally strengthen convenience services such as delivery and drive-thru. These will be important initiatives for Starbucks to attract new customers and increase sales.

Innovating cold beverage products and updating preparation systems can further ensure production speed while maintaining consistent quality for every product reaching customers' hands.

Future Market Opportunities

The future growth in the coffee market will primarily come from millennials and the new middle class. They pursue health while also seeking visually appealing and enjoyable experiences. To meet this group's demands, it's essential to understand their interests, interact closely with them, and continuously launch new products and experiences that respond to their needs.

Image source: Internet

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