Undercover Boss is a CBS reality tv show where CEOs or high level executives are placed at the lowest totem pole positions within their own companies. The execs are in stealth mode. In the blogosphere, others have thought that maybe Howard Schultz should go Undercover Boss as a Starbucks barista. The obvious problem with this idea is that he is an incredibly recognizable CEO. Even if baristas do not immediately recognize him, many customers will pick him out of a crowd easily. Also, he is nearly two generations older than the typical barista, and frankly, it’s not all that believable to see a baby-boomer in a green apron.
On the other hand, Michelle Gass is a long-time Starbucks partner who is the current president of Seattle’s Best Coffee, and previously was the Executive Vice President of Marketing and Category at Starbucks. She’s a generation- X partner (I don’t really know at all, but I guess that she and I are about the same age) who could easily go undercover at either an SBC or Starbucks. Very few partners will recognize her, and even fewer customers.
She’s perfect for the job. However, I cannot claim credit for this blog idea. This blog was inspired by a conversation I had with “Boston Starbucks Rebel” who is the originator of this idea. She could go undercover at a couple of different kinds of stores. Here are four store-type ideas worth exploring: An urban coffee opportunities partnership with Magic Johnson stores, a Starbucks in suburbia, busy bottom of tall downtown office-tower store, and a busy drive-through.
Though, theoretically speaking she has done something like this before. Most Starbucks executives have indeed spent some time working at the store-level, though it may have been simply the corporate executive immersion that Starbucks is known for. If a new VP or managing director comes to Starbucks, he or she must spend a period of time (I think it is like one week) being immersed: This means working in the store, spending time on the register, on the bar, and simply being a barista. I’ve heard these stories, and once in a while the news will pick up on it too. For example, Stephen Gillett‘s (Starbucks Chief Information Officer) one week immersion at a drive-thru Starbucks is mentioned here. If you want to follow Stephen Gillett on twitter, click here.
Hopefully Michelle has a good sense of humor about this, and if she is reading this, I hope she’s having a good laugh. She’s probably thinking, “that Melody!” ((And if Michelle Gass is not up for this, I can start recommending other Starbucks leadership for this task! heeheehee))
So who else wants to see a Starbucks executive UnderCover?
{ 15 comments… read them below or add one }
There was an article in either FastCompany or BusinessWeekly on this show recently, it really is pretty staged, and by nature needs to make a hero out of whoever goes undercover (for good cinema) as a result it may make for good watching but will only infrequently result in real lasting change.
to your point many people started in the field, and perhaps they should require them to revisit the field every so often (as some companies do) not as part of a stunt but as part of the ongoing leadership process.
Sorry I can’t remember who had the article.
Found it! http://www.businessweek.com/magazine/content/10_07/b4166078342087.htm
It would be great to see a behind-the-scenes look at a Starbucks in action – My perspective is very customer-centric.
In general, it’s great when corporate executives get down into the trenches again. Disney requires all of their management employees to spend a couple of days a year at the parks, for example, spending time with customers.
(@AmazonV and Turner) – Wow that’s an interesting link, AmazonV. I don’t think a journalist could write a more negative review of UnderCover Boss. I would think though, that there is still an inherent good in having these executives go through this experience where the colleagues don’t know that they’re working side by side with an exec.
On other blog sites, and in private conversations I have had with Starbucks baristas, I’ve heard the complaint that when a high level exec comes to visit a store, suddenly the store manager must put on a dog and pony show for the exec, and it lasts for a day, and then things are back to normal when the exec is gone. How can that possibly helpful to the exec? There’s no way he or she is seeing the grit and grime of the business under that circumstance.
I really genuinely think Michelle Gass is perfect for this idea thread, and I can’t believe that BostonStarbucksRebel thought of it first, BUT the truth is, I’m sure she is so busy that that alone would prevent her from being interested in this idea.
This would be very interesting to see but I’m scared to see how detached she may be from what we face in our stores everyday.
I’ve heard stories of execs coming into Seattle stores and not having a clue what any of the drinks look like. It amazes me how much Starbucks expects their Baristas to be passionate about things that are undermining our ability to be knowledgeable Baristas. Promoting stuffed teddy bears, overly sweet beverages and $6 chocolates are only a few of those things. In my opinion, these are not crucial to the values of Starbucks. If MG was in a store and saw what they require of us every day, she may realize that we are not robots.. we’re human beings.
We need to the passion in coffee that made our company into what it is today. The execs seem like they are blind with money and should stop letting that dictate the major changes being made in the company.
We need that passion back in coffee. I can bet you that if you ask any random Barista what the life cycle of coffee is, they won’t be able to tell you anything. When describing coffee, the most they can say is that it’s a bold or “it’s very good.” It shouldn’t just be my job to educate them… I’m not getting paid enough for that
I agree, it would be great to see (anyone) Michelle Gass go under……..
It’d be amazing to see someone experience the daily barista grind (no pun).
@Melody working in food service, and retail it is true any time anyone ‘above’ the store shows up (district level, regional, corporate) the dog and pony show begins. Employees suffer and do things ‘right’ and then go back to what works when outside management leaves. This is not helpful to the company but in some cases it protects the company from it’s own stupidity. If a policy is someone’s pet and they don’t have the humility to admit mistakes hiding the fact it is not used will save jobs and keep customers happier in some cases.
I agree that corporate personnel should get a chance to go ‘ in the trenches’ (annually) without the dog and pony show I think it would be more like McDonalds policy and less with cameras and a reality TV show if they want true benefits.
From a selfish perspective I would like to see the day in the life of a barista on TV but only for my own edification, I wouldn’t think it could bring lasting benefit to the corporate management and could possibly bring about reprimands to anyone not following policy during the show (which would be sad).
Right on about the dog and pony show. If it is announced beforehand that anyone DM level or higher will be in the store on a certain day, heads will roll if everything’s not perfect. Personally I like it on those rare occasions when they show up unannounced. Unfortunately very few execs have the stomach for that anymore.
Thanks Melody for mentioning me. we all know how I have a secret crush on Ms. Gass. But all joking aside, it would be easy for her to go into a bunch of stores, be given a fake background story and who knows, maybe it would have a great storyline that is so Starbucks.
At the UCO Starbucks, she meets a bunch of single moms and ex-gang members trying to make an honest living.
At the suburban Starbucks, some soccer moms and maybe writers work at a Starbucks.
At the business district Starbucks, overworked interns getting coffee for their bosses.
And the drive-thru well I’ve never worked in that situation but I’m sure it would be interesting with Ms. Gass wearing the headset.
“Good morning. Thanks for coming to Starbucks. My name is Michelle. How are you today?”
And yes, she would have to work both opening and closing shifts. So somehow she would have to be all happy at 5 in the morning and yes, she would have to mop the lobby at night as well and clean the drains and the bathrooms.
there used to be a BBC series called “back to the floor” – same principle, bosses get down to the nitty gritty of working the shop/factory floor. At the end they always seem to have learned so many ways in which they can improve their business.
I think its a great idea!
I feel it’s a great idea for execs to work a bit on ground level. Having worked at large corporations most of career there has ALWAYS been positive changes made work structure/environment when the higher ups sat a bit in daily operations experiencing 1st hand the ups & downs
The UCO Starbucks in Los Angeles are absolutely horrible…. I would like to know who actually supervises those places and if they have to meet the same Ecosure standards, because they sure don’t look it.
Yes! A great idea!
Yes! I think Michelle Gass would be the perfect candidate for Undercover Boss!
I confess that this show is a guilty pleasure and I often wish some high level execs were forced to work in the trenches more often.
Employees and customers alike benefit from leadership who gain a solid reality check about the daily function of their business on the front lines.