Today was the annual meeting of Starbucks shareholders. From my stance, here’s what happened: Early on, I walked in and met up with numerous people from digital strategy who were showing off MyStarbucksIdea.com. I finally got to meet Colin Frolich on the brewed coffee team, who previously I’d managed to miss at an event here or there. In some ways, the part of the meeting that felt like seeing my ‘Starbucks family’ was meeting up with the SSC partners that I already know. I’m not going to call out everyone’s names because that would be indecorous, but I know a few partners associated with PR, and some digital strategy people, and a few coffee people, all of whom are wonderful. Obviously I have real soft spot for digital strategy because that is the place where Melody’s world most overlaps with Starbucks (outside of the sheer love of coffee).
The meeting started, and it was pretty short this year, (or at least it felt like it). Sheryl Crow performed a couple of songs. Though it did feel a bit like watching 1990s era VH1, I still enjoyed it very much.
During the various executive presentations, the audience heard from Cliff Burrows, Annie Young-Scrivner, Michelle Gass, Howard Schultz, Troy Alstead and John Culver. Unfortunately, Troy Alstead’s portion of the meeting, as always, is a snore. It’s not his fault that he gets the snore portion of the meeting. I suppose the financials of the corporation are sexy if you’re a large scale investor, or into that, but for me, unfortunately, he puts me to sleep. Again, not his fault, it’s just the material that he gets to deliver.
I was unable to listen to much of anything out of Annie Young-Scrivner‘s mouth because of her distracting attire. A bright purple outfit, and she appeared to be wearing no nylons, and shocking strappy huge high heel shoes that are not appropriate for much of anything other than perhaps a hot date with a rich man. I was not the only one to be stunned by the shoes, as I sat near to @Smoovebcoffee who noticed them as well. The heels of the shoes double as weapon in case of emergency.
Michelle Gass rocked as always and wore a stylish red dress and appropriate conservative pair of low-heeled shoes. She talked about Seattle’s Best Coffee’s growing world of possibilities with franchising coming soon, and increased partnership with other corporations such as Burger King and Subway. It’s exciting to see Starbucks leverage this brand for increased financial growth, and bringing another coffee option to millions of customers. Anyone who knows me, knows that I’m a Michelle Gass fan. She’s very smart and talented, and a long-term partner. In all honesty, I think there is great opportunity with Seattle’s Best Coffee to deliver and expand high quality coffee to many more consumers without dilution of the Starbucks brand. If the Starbucks brand were placed in partnership with too many business like Subway and Burger King, the fast food stigma would permanently attach to the brand. Instead, with Seattle’s Best, the corporation has the opportunity for increased growth without consequential brand dilution. Just my two cents.
[[Edit: I have another episode of StarbucksMelody.com featuring Michelle Gass. It is Should Starbucks' Michelle Gass go on CBS' UnderCover Boss?]]
The question and answer period of the meeting was quite the disappointment. Starbucks fielded three separate gun questions. One person asked a question about Via in jars, which somehow seemed oddly familiar to being the identical question from the same person in 2009.
I genuinely was nervous. It’s way harder to talk to a large group of powerful business leaders than a small jury of random six Seattleites during a misdemeanor trial. I had almost hoped that Howard would say something funny again (he’s quite good at that) but instead he was simply 100% professional. I know that he is aware of this blog, but I really doubt that he is aware of the extent of my involvement with Starbucks. That’s okay though. My question was a two-part question on Starbucks loyalty programs: “What lessons were learned from the rapid changing and evolving programs from 2008 to 2010? And what improvements will we see in the future for MyStarbucksRewards?“ Annie Scrivner-Young fielded the question who simply did NOT answer me and responded with a canned reply that customers want free drinks and did not want to pay $25 for a Gold card. Actually her answer was hugely disappointing because it sounded like she didn’t listen to my question at all, and didn’t care. There was NO attempt to even answer the second part of the question with what improvement might we see in the future with MyStarbucksRewards. Nor at any time did she even attempt to talk about lessons learned from quickly-changing loyalty programs. A more transparent answer might have admitted that it’s been confusing for baristas to go through a rapid metamorphosis of rewards programs. (I still meet many baristas who really don’t understand them, and are unaware that you can receive ANY tall beverage free with a pound of whole bean coffee if paying with ANY registered card, loaded with money on it, at the green level of rewards or higher).
Former Starbucks partner Cindy nailed it when she described Annie’s answer as “canned“. The result was that I sat down feeling a bit low and thinking it hadn’t been worth it to embarrass myself in front of an audience of Starbucks leadership and shareholders. That indeed was my least favorite part of the meeting.
After the meeting was over there was another round of socializing that left me in a whirlwind, and now headachey having not eaten for hours. I ran across a friendly face from Starbucks PR department and made small talk with her for a while, somewhat awaiting an opportunity to pounce upon Howard Schultz for his autograph. During this time, I met a bunch of new faces and I hope that at some later date I will still be able to place a name with a face. Vivek Varma was introduced to me. I confess I had no idea what to say to him, and it was clear that he was in a hurry, so it was truly a five to ten second, non-exciting introduction. As I was waiting to catch up with Howard (far easier said than done), @CoreyDu came by and said “hello” to me. He walked up and started talking to me in that tone of voice like as if I should already know him, and for a moment, I had no idea who he was. Once he told me he was on twitter, I realized that we’re mutually following each other. Suddenly it was like meeting an old friend. He was a very cool guy. Very real and kind, and easy to talk to. By the way, I do not say that about all the SSC folks who use twitter. I can name many on twitter who seemingly are uninterested in engaging anyone who is ‘just a customer’.
Finally my chance came to meet up with Howard Schultz. Several weeks earlier, I had had some twitter conversation with @SBirr who is truly a huge Starbucks fan in Germany. I had asked him to send me a few items from Germany, and in exchange I told him that I would at least try to get Howard’s autograph on a card for him, because I knew he badly wanted this. He had asked me if I was capable of getting this, and I explained to him that I would have to wait until the annual meeting and see if I could. This was the moment I had waited hours for. I asked Howard if he would autograph something for me. He seemed pleasantly professional about it, and said “yes” but “just one thing”. I said, “No – TWO things” and whipped out of my purse a sharpie and two Starbucks gift cards for his autograph, one for me, and one for @SBirr. Howard gave in and said, “okay”. I thanked him profusely. Following Howard’s signatures on my cards, he was whisked away into a meeting, and I left.
And that is all there is to tell of my trip to the annual Starbucks meeting.
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You are a rock star! And such a kind and thoughtful person to get the autograph for @SBirr. I know how hard it is to wrangle Howard Schultz. I’m sorry your question was glossed over without a proper response. I question the authenticity of Starbucks leadership sometimes when their responses sound so canned. It’s better if they just speak from the heart.
I know what you mean about Starbucks partners on Twitter. Before I left Starbucks, many SSC and field partners were kind and engaging. But once I left, some stopped following me on Twitter and others just ignore me. Sad…especially since I spent more than 10 years with the company. Kinda like a divorce I guess. Maybe I shouldn’t be surprised. Starbucks is a big corporation after all. Unless I add value to the brand, the SSC partners are uninterested. Unfortunately, I’m not the only former partner that feels that way. Too bad because former partners and loyal Starbucks fans such as yourself can be the company’s best advocates.
Hi Melody,
Sorry the shareholders meeting wasn’t more exciting and your question got a “pat” answer. Lame. Don’t think you have anything to be embarrassed about though.
Maybe Annie’s tacky shoes were a consolation prize?
Awesome that you got Howard’s autograph though. Probably secretly made his day.
Oh my, that would have been a great question to hear answered
I would like to know about future plans to evolve and hopefully not completely blind-side change the rewards again. Thank you for trying. That is very disappointing when someone uses canned responses instead of really responding. Isn’t Starbucks about coffee and connections?
Is there anywhere with a transcript of the meeting?
Kind of dissappointed at your choice of question after all of the suggestions, but I understand you needed to ask something, as a customer, that was relevant to you. I knew it was slim chance, but I was hoping someone would ask him a TOUGH question. Something that would put him on the spot that he could not answer in a way as to promote some product or brush it off with something irrelevant. Something like, “Many Starbucks partners have had many attempts to Unionize only for Starbucks to kill all of the union attempts. These attempts show on a major level the feeling of baristas on a store level. What specifically are you doing to change this?”
I understand though you only get one question and that question has to be important to you. I am truly sorry you were treated in the same manner than many of us at store level are treated. As if your questions or ideas, are unimportant.
Thanks for the recap!! I am sorry too about the question being glossed over, I would have liked to heard a real answer to that!
How do you compare this meeting to last year’s?
I’m sorry your question got brushed aside with a canned answer. Perhaps next time you should try and frame a question that Howard himself will have to answer (one so obviously directed to him that he can’t pass off to someone else).
But it’s very cool that you got SBirr an autographed card – you’re awesome!
@Amazonv the webcast of the entire meeting (sans the first video) is available on the Investor page on Starbucks.com. It’s up until April 20.
Great recap! Good to see you (twice in two days). I left the meeting rather inspired by the scale of Sbux and proud to be a partner. I am taking my half lb of SOC back to the store to share with my partners. I can’t wait to next year and am looking forward to continuing my work with Sbux.
I do see your point about your question not being completely answered, and to be honest, I wouldn’t have expected it to. It might help if you wrote and email. I would personally really like to read the response. Maybe an interview with Annie could be arranged? I would love to read your conversation on the changes to the rewards program (and the shoes).
I wish Wi-Fi would have been addressed. More than rewards, I see a lot of confusion and anger surrounding that program.
All-in-all, it was an interesting experience. Maybe next year they’ll broadcast parts of the meeting in some stores, that would be a great way to share the experience.
Ok – I know you thought it was funny when I told you that where I am from we had “Bubba Kegs” to carry around and drink out of, so I’m probably going to regret telling you this, but…
I just saw Annie’s shoes and where I’m from those are called CMFM shoes…
(Replying to everyone on here so far)
@DarthSidamo – If Ms. Scrivner-Young had really given a heartfelt answer there would have been a lot to say. The process of loyalty rewards has been with its challenges, it ups and downs, and still needs work. I posted about this on SG too. Man, I can quickly get over some shocking shoes, but I really want to be answered like a real person with sincerity, and not read what I could’ve read in any press release or official MSI blog.
As to the harder questions, last year one person asked about the jet and I thought someone might ask a challenging question about barista lawsuits, or 12 million dollar salaries but these questions were not for me. They aren’t the stuff that *really* worry me. But the loyalty rewards program is an issue, and I feel like ever since Veep Brad Stevens left the SSC, the entire loyalty rewards issue leaves me a little cold. I know there are still good partners in that team, but at the top, I wonder if any one cares at all.
@Cindy – Wow I know just how you feel. There are people in the SSC who purport to be real brand advocates, and while I don’t expect to be followed or have a conversation just because I am Melody and I produce a blog, at times I’m stunned at exactly what you describe: The twitter atmosphere of SSC partners that it’s completely unnecessary to listen to customers. This is in direct contradiction the company stated objective to put the customer in the room at every meeting. And if you’re twittering boasting of your official capacity, then twitter becomes an extension of the brand…
@AmazonV – You can replay the meeting at investor relations. At some point I might transcribe it but right now I’m terribly busy!
@Clark Kent – Thank you for the kind words. When all is said an done, the rest of the meeting was fabulous, and I absolutely believe that Starbucks has made great steps for a turn around. I support the Via innovation, expansion of the SBC brand, and many of the things that Starbucks has done to turn around. It was only the Q & A session that was a low point for me. Howard was great, and although I didn’t mention it in my blog, Cliff Burrows delivered a powerful section of the meeting that moved me, talking about the partner trip to Costa Rica. My impression of Cliff Burrows went up many notches in the meeting: He sounded very sincere.
Mel, this post is a wonderful description. I hope you don’t get outcasted at all from any Starbucks loops.
@CD – I thought those very words when I saw the shoes (CMFM) but I didn’t have the guts to write this in this blog post, despite that it is an edgy blog entry. But as I said, I can overlook the shoes if I had received a real answer from Ms. Scrivner-Young.
You’ve got a very good suggestion about trying next time to frame the question for Howard so that it cannot so easily be brushed aside.
As an aside, I REALLY miss the napkin with the number of comments in my new blog design.
It used to be easier to see that a thread is getting new comments.
@CoffeePedaler – Great points too. Actually one of the confusions with the rewards (and in all honesty, I am still confused) for me has been with the WiFi. I still here some partners say it takes 5 swipes to have wifi and others say it’s at the entry level. It doesn’t matter to me because obviously I can easily log in and use it, but I hear such inconsistencies … which speaks to the challenges of quickly changing rewards programs.
Hi Melody! First off, I love the redesign! Very (RED). Anyway, thanks for posting the picture of the infamous shoes on Twitter. As I said earlier, there’s nothing wrong with the shoes, it just that it is unprofessional. I used to teach business etiquette, and a good rule of thumb is to remember that a stage adds two inches to your heels, and subtracts 2-4 inches from your hemline. Anyway, enough about fashion!
I’m really sorry that you got such a canned answer. Your question was completely reasonable, and one to which I would love to know the answer. If it helps any, I really don’t think that they have a future plan in mind yet. If they do, I’m very surprised. My former manager made the comment that the last rewards roll-out had a few hitches, and that was putting it mildly. Practically every other day we were receiving new instructions. So, I really would be shocked it they were looking at the rewards any more ahead than the end of this calendar year (all the discount cards will expire by then, and I foresee the system being revamped yet again).
Thanks again for taking the time to post this. I was in class, so I couldn’t access any of the media feeds. This makes me feel like I was there sitting next to you! Which, if I ever make it to a meeting, is where I plan on sitting.
Keep on blogging!
I enjoyed your tweets while watching it online. I streamed it at my Starbucks because my shift was about to start… but Casey (my SM) and I were cheering for you when you went up for your question. Right after you went up I stopped watching… but what is up with the stupid questions people asked? Did anyone ask about the partner morale?
Darth Sidamo: “I knew it was slim chance, but I was hoping someone would ask him a TOUGH question. Something that would put him on the spot that he could not answer in a way as to promote some product or brush it off with something irrelevant. Something that would put him on the spot that he could not answer in a way as to promote some product or brush it off with something irrelevant.”
Believe me, those are the types of questions where you can definitely expect a canned answer.
@sbuxmelody – it was great to meet you today, (at the msi table representing mystarbucksrewards). we do care, we are listening, the program will continue to evolve as we continue to learn. launching 3 programs within 2 years wasn’t easy, training store partners in over 7k stores to all have the same level of understanding isn’t easy, but we continue to learn and hopefully you will continue to support us, provide us feedback and help educate.
it’s more than the shoes…it’s starbucks!
Hi Mel,
I’ve only recently started blogging about Starbucks and following you on twitter. But, I just have to say, you provide a positive, insightful, ‘down-to-earth’ perspective on the company we love. So for that, thank you.
As for your trip to the annual meeting, it sounds like it was a positive experience. (Minus, the fact that your question was brushed over by Ms. Purple-dress.) But getting 2 signatures by Howard is remarkable! Good for you for showing such poise in that situation.
As for your take on Seattle’s Best Coffee, I couldn’t agree more. I am a Starbucks purist and don’t think the brand belongs in Subways and Burger Kings (it would only attach a fast-food stigma to Starbucks). But, it is a good move for Starbucks to partner Seattle’s Best Coffee with Subway and Burger King. This keeps Starbucks’ cafe shop image intact and allows for further growth of Seattle’s Best Coffee. Overall, excellent critique on your part.
Again, great post and thanks for following me on twitter!
Andrew – @sbuckscoffeepr
P.S. thanks for the advice on my newly created blog – starbuckspassionandpr.tumblr.com
(@Emma, Cam, Enlightened, Natnat, and Andrew)
@Emma – It seems as though that everyone who heard the answer thought the answer I got sounded scripted. Sigh.
@Cam – Of course I remember Casey! Thank you both for your support!!!
@Natnatd – I definitely appreciate your apply. I can easily believe that you and many others pour your hearts into make the loyalty program the best you can (sorry for the cliche), I just expected something more authentic and transparent from Ms. Scrivner-Young.
@Andrew – I found you on twitter and saw that you’re creating a Starbucks blog. Of course I love Starbucks blogs, but if I knew in Sept. 2009 what I now know about blogs, I would never have started this. It is really tough to come up with any kind of quality content week after week, and to produce it, and to compete with the many existing Starbucks blogs. What a pain in the neck. Good luck with yours – I see you’re only one post into it so far, and all I can say is that it is an ENORMOUS amount of work. Wow. Blogging is hard. Once you have at least a little bit of content (you only have one post right now), I may consider exchanging links with you, but I at least want to see what you’re going to produce before I say that. I have a list of Starbucks blogs somewhere on the links on the side of this blog. Good luck!
Thanks Mel! I know, blogging is tough work – I currently have 4 blogs on the go. But I’m still in school and am at the height of ambition. I’m studying PR and communications, so any lessons I may learn by following your blog is a bonus for me.
I love Starbucks and love writing; combining the two is a natural fit for me.
I hope to write 1 or 2 posts a week and gain some experience along the way.
Thanks for the insight.
I know they werent your cup of tea. You are an optimist which is wonderful. I just sort of wished SOMEONE would ask something like that. Of course while partners are shareholders the ones he deems the most important are people that invest money instead of time into the company. You can control how much money you put into the brand, we can only try to make it better.
The rewards program I think is lower on the scale of importance for partners at times because of the confusion, increased labor for it (yeah a second swipe or a few seconds isnt much but those things add up), and the fact that customers that use cards instead of cash generally tend to tip less often because they have no loose change.
Obviously different issues are going to be more important to some people than others. Im sorry you had to pick only one question. Can make everyone happy can you? I think its just some partners or customers feel as if you are our only representative in state of awesome in the coffee senate.
Thank you so much again, Melody!!!!!
:D:D
I really don’t know how much I can thank you…you are awesome!! Normally it is so hard to get his autograph…and you made it. Even in such a busy situation. That is completely KICKASS!!!
DANKEEEE!!
So bad that the question-time was not successful…I personally have expected those kinda answers from big corporations, but not from Starbucks. That really is disappointing…:(
But thank you for this great resume! Especially for someone like me who never participated at such a meeting, it is super interesting to read.
BTW: How exactly can I participate at those Shareholder Meetings? I mean, I must be a shareholder, yes. But what else? Are there any conditions? I have to be invited? What are the terms?
Sebastian
@DarthSidamo – The rewards issue gets on my nerves because I have repeatedly watched smart partners either act like they have no clue about the rewards and/or not care. I could literally give you a dozen examples and write a small book! There have been several really good MSI threads on this, but I don’t know where they are now. Some of the biggies are the most baristas (even in downtown Seattle) do not understand that a registered card, loaded buying a pound of beans, at the green level of rewards, gets ANY tall beverage free, and all you have to do is swipe the card. There is no special code. You can continue using your black card as your registered card even after the 10% discount ended. There was no requirement to switch to a shiny gold card. Starbucks confused people by sending out empty shiny gold cards that do you no good until loaded, and money was no automatically transferred to them. I’ve watched that confusion first hand too.
There were lots of partners there at the meeting. I’m a little surprised that none got up and asked some good questions representing their interests. Last year there was a partner who came to the meeting from Canada, and during the Q & A asked some really good question about the applicability of rewards in Canada. Maybe I’ll get some follow up opportunity to speak with Starbucks.
One of the tougher questions might have been reconciling the labor cuts with the legendary expectations of the barista. Some baristas really do it though. But the problem is the really painful questions are only going to get answers like, “Customer satisfaction is at its highest ever”. I groaned when Howard talked about permanent cost-savings, which to me says that we’ll never have the labor to really pour a lot of coffee education in the stores (it takes time) or do more than just the very rare in-store coffee tasting. So much of the experience has to do with labor.
Lieber Sebastian! Bitte sehr!! I told Howard you’d be so happy. I’m going to try and get your card in the mail in the next couple of days. I told Howard it was going to a fan in Germany.
You can stream the meeting on line at the investor relations page of Starbucks.com. Or any shareholder can come to Seattle and go to the meeting.
Okay, then I will do that…I think I have to become a shareholder.
Nat: “training store partners in over 7k stores to all have the same level of understanding isn’t easy”
So apparently that means you don’t even bother?
There was no training on it. None. Just like how we didn’t know a thing about the whole “Twelve Weeks of Bold” coffee passports until they showed up next to our registers with no explanation, and how no one knew about Free Pastry Day until it happened.
Communication at Starbucks is abysmal. Abysmal. It is inexcusably bad and virtually non-existent. And it starts at the top. The leadership in this company is failing miserably in this regard. That screws over the baristas, it screws over the customers, and it screws over the shareholders because uninformed and ill-educated baristas cannot give the service they should, thus costing us business. It is a complete failure in leadership.
Great post Melody. Most of us would never have a clue about this if it weren’t for you.
Great questioning on your part.
I thought your question(s) was perfect. For me, that’s what I’m most concerned with, too. It doesn’t surprise me the ‘response’ you got, and didn’t get. Starbucks seems forever unable to really answer, or talk honestly, about what’s happened over the past two yrs. And as for the future, we know they love to surprise
Enlightened Coffee Sage, I have to jump in for a second and say that sometimes lack of information is less of a corporate miscommunication and more of a DM/SM communication failure. I don’t know what your position in the store is, but I’m only a lowly barista. However, I knew about pastry day almost a month in advance, just from spending two minutes poking around on the portal. We had a week to set up the bold materials for the coffee promotion. Short of sending someone from corporate into all 7k stores, I don’t know what Starbucks could have done any better, in this case. Heaven knows they’ve had their communication breakdowns, but there does come a point where it’s up to SMs and DMs to make sure that they are communicating well with the baristas and shifts.
I know that most of my coworkers hate going on the store portal, but 2-4 minutes 1-2 times a month helps me keep on top of all new promotions quite well. The information is almost always available, it just requires looking for it.
Anyway, that’s just my opinion, of course. It just may be worth a minute to go to your SM or DM and ask why communication about promotions is breaking down. Or not, who knows? Happy coffee brewing!
Mel,
It was great to meet you in person at the Annual Meeting. I do appreciate your comments on Starbucks. I read your blog and MSI posting on regular basis.
Thanks,
Erich
I hope Starbucks reads this blog. The feedback people are sending in is valuable and they should pay be paying attention. The powers that be could also take a page from Jocelyn in Eureka, who turned around a crabby customer by anticipating and exceeding her wants and needs. That is what it is all about, folks.
Enlightened Coffee Sage, I have to agree with Emma Woodhouse and say that there was most likely a breakdown in communication within your own store regarding these promotions. Information for quarterly promotions is always contained in your stores Siren’s Eye which we all receive at least 2 weeks ahead of time. Typically communication surrounding one-off promotions like our free pastry day occurs weeks in advance, and in this case we received it a month ago. Every partner should have login information to the store portal and important communication for the week shows up on the main page. (It’s also archived from week to week) I would check with your manager to find out what’s going on, but to say that there’s a complete failure in leadership (meaning corporate) is really unfair.
Anyway, like Emma, that’s just my opinion, have a great day!
Melody-thanks for this, very interesting
oh, and I can’t wait to bring my card to work today to show off! woot!
@coffeesage no offense, but, we are not able to do the customer passports in canada and I still knew all about them from reading ahead of time. That’s not a corporate issue.
In the defense of Enlightened Coffee Sage is do have to defend him in quite a few points. I have worked in 6 different stores, with three different DMs, in 2 different markets. Having a store that has closed before I have had a total of 11 different store managers. This is a rather large base of people to point out the problem is much higher. Emma pointed out the problem right in the beginning with her first sentence.
“However, I knew about pastry day almost a month in advance, just from spending two minutes poking around on the portal.”
This was not a scheduled or set way that you found out about this. You happened to stumble upon it doing something that is not required or ever asked upon us to check. The portal is something that a few partners browse during tens when there is not much in the news. Some read it religiously and to those who do high five. But its not required. Just like the promotional binder. First of all we are never given a scheduled time to actually sit through and read it. Previously when we had labor it might have been something we would look at during a late night or slow morning but with labor cuts less important things get thrown by the wayside for more important things like helping customers and making sure we wipe down every surface of the store so we do not fail ecosure. The part about the bold coffee calendar? One paragraph hidden in the middle of a 50-100 page binder.
This is the problem with communication. We must be given specific scheduled times (store meetings) to have these things communicated to us. Promotions with meetings go MUCH more smoothly than soft roll outs of random changes to things like Sbux Loyalty. The next step would be to make sure this information comes directly from the same source instead of by browsing through portal emails, word of mouth, or from customers that watch too much CNN.
@Melody. One last thing Melody. I completely feel for you. It seems that the card changes every day and sometimes with the soft communication stated earlier we just kind of swipe the card and hope whatever that is supposed to happen happens. I wish things were communicated to us clearly. I really do. The problem starts right at corporate and with proper staffing and communication. It will effect how positive of an experience and how knowledgeable of a barista you can get.
Glad I didn’t waste my time going to the meeting and watched it on my computer and I had the best seat in the house, right on the stage. Only thing I missed out on was the pastries that everyone handles and have everyone’s germs on. After the meeting I did not have to deal with the crowds to get out and get home because I was already home. Howard and that Annie character were not very kind to Melody which was not very professional and not at all nice. I’m glad they are going to pay dividends finally — ’bout time!
I was kind of disappointed with Oatmeal Annie’s glossing over of your question also. I have come to the conclusion that perhaps she wasnt involved hands-on in the changes since she is relatively new to Starbucks, and also wasn’t involved in the original Black Gold Card creation.
Most likely, a consultant company was hired to do research and presented the current My Starbucks Rewards program in a very large Powerpoint presentation last year, and it was accepted. This is very common in large corporations, especially with the turnover we have seen at Starbucks in the past couple years. Even worse for a corporate executive at an Annual Meeting is to admit that not enough thought was given toward the program changes…they would never admit to that!
I laughed about your comment on the shoes…and giggled further when I remembed Starbucks last minute “Frappaccino-Light” sponsorship of NYC Fashion Week last month. Perhaps there is some type of connection there.
Someone expressed surprised that there were no serious questions asked by Shareholders. I think the most serious question was the last of the gun questions, which Howard was asked what his personal stance was on guns-on-the-hip in stores. I was wondering if he would step up and say “Well, I personally think they should be banned, but our corporate lawyers have told us to say this, that and the other thing”….or if he would dodge it, which is the safe thing to do and which is what he did.
I also laughed when the girl asked who to ask for a job…with what looked like her resume in hand. That was classic!
While listening to Sheryl Crow perform acoustically, it seemed like Starbucks was trying to recapture some that late-90s buzz…rather than some exciting new future. And, of course, Ms. Crow’s CD will be available for purchase in stores this summer, and undoubtedly be played on the stores stereo over-and-over-and-over again.
It was great to run into you off and on yesterday. I would have enjoyed an answer to your question, too. Reflecting on the meeting we saw yesterday, though, it’s pretty clear that answers of that type were just not in the cards this year. Other than the dividend, there was very little substance to the meeting. This was definitely NOT the shareholder meeting of 2008 when exciting changes (Clover, Mastrena, etc) were being unveiled. The theme seemed to be “we know we did you shareholders wrong, we recovered, here’s some cash, let’s speak no further of this.”
As we’ve said, the meeting was a snoozer, but I’ll likely attend next year and hope for a different meeting and and a different attitude.
I like that title “Oatmeal Anne” and it fits her to a T. Actually I can think of a few more less flatering names. Did anyone catch where she said the original gold card program was $25. then later on she said it was $20.? Or where she said a lot of people complained about the $25. fee? Funny I don’t recall too many people complaining about spending $25. to get 10% discount on everything. I also felt very bad for the lady who asked Howard his personal feeling on the gun issue and he glossed over it like he did with Melody. I felt bad for her too. One of the best parts of the meeting, besides the announcement of a dividend, was that lady asking for a job. I applaud her for that really took chutzbah and I hope she gets a job. Other than that the meeting was a sleeper and, like I said before, I’m salubriously glad I didn’t waste my time. I wonder how much the enterainment like Sheryl Crow, Tony Bennett, and K. D. Lang cost? I’m sure they didn’t do it for freebies as an “act of kindness”.
Bravo, my dear. I was watching the whole thing thru all the tweets out there. Pretty cool I must say, so Sarah Jessica Parker like a girl about the shoes, Love you for that one. I don’t quite get the vocal other than a new CD coming to stores. Sucks that U asked a very good question but got shut down. And I agree that Howard doesn’t fully understand Ur importance concerning the company, it’s as much Ur’s as his, IMO Cheers
@Smoovebcoffee @Skooter @ Steve – I just had the funniest thing happen to me. I stopped into Roy Street Coffee, which I only visit once in a while there so the baristas there don’t know me all that well. A bar barista was making small talk with me as I was waiting for my panani, and I mentioned that I was at the Shareholders’ meeting yesterday. He says, “Did you hear everyone is talking about an executive’s shoes?” – I nearly died laughing; That came from me!
@Skooter and Steve – I honestly thought I had the best *real* question. The Q & A session consisted of 3 gun questions, 1 person asking about recycling of 801s (an okay question), 1 person asking for a job (very well done!), 1 person asking about Via in a jar, 1 person reading something that made no sense at the very beginning of the Q & A session, and me!
Steve, as for your comment about Howard & Annie being “rude” to me. In fact, the many times I’ve met Howard he is a little stand-off-ish. I think that categorically I don’t fit into a box. I’m a cross between a fan and media which is a weird mix. I suspect that for some SSC partners, including Howard, they’re leary that what they say to me will end up in a blog. So what might seem “rude” to one person is perhaps having one’s “professional guard” up to another person. And well, I’m not the beauty queen that Ms. Annie is! LOL.
In short, what I tried to say above is that I don’t believe Howard is “rude” to me, but I do sense he has his guard up around me like as if he dealing with media.
As for Annie, I don’t believe for a minute that she was *trying* to be “rude” to me. I’ve never even met her before, I just think she had her script and wasn’t going to stray from it. The result though did come up a bit dismissive.
@Enlightened Coffee Sage: I would agree with most that the communication breakdown occurs at the DM and SM level. I’m a SS and I printed the Barista Need-to-Know from the portal and posted it on our store’s communication bulletin board. In fact my manager was so ill-informed, she thought Free Pastry Day was Monday instead of Tuesday. Before that, I set up our pour over brewer days late because our SM didn’t get it done or communicate with our partners on how to use it. I made these corrections in my store by simply taking two minutes every few days to read the portal and taking action.
I never said Howard and “Oatmeal Annie” were rude to you but “not very kind” and “not very professional and not at all nice” but that is also rude. You were lady enough to stand up and ask the question and I believe they should have been man and lady enough to give you an honest answer and not some canned drivel. That must have really embarrassed you and I felt your embarrassment.
@melody-you are exactly the enigma you describe. Something btwn a superfan and a scary media person that we have to be very careful what we say. You seem to be genuine and sincere in your concerns and feedback which I appreciate. The time you spend in our stores interacting with store partners provides us insight that is important. Thank you.
Natnat,
I don’t want to be “scary” anything. I have had at times partners start conversations with “don’t blog about this” when talking to me. I try very hard to be careful the kinds of things I write, at least in that I rarely name specific conversations that I had with people. From looking at the blog from your perspective, you can’t really see the conversations that are not in there.
The lesson to be learned though is that it is really not okay to be a superfan.
Jim Romenensko has a much better blog in many ways. He is never labelled as a scary or a super fan, and people know exactly who and what he is. I should have never tried to create something to compete with him – which in fact was part of my goal: Create another world that is the direct competition to SG because I pretty much don’t like the tone of what happens at SG.
Jim is a journalist by profession: He scans the news for whatever is a hot topic, whether that is guns, baristas who sue, or big exec salaries, and that becomes his content. He doesn’t create something original. The problem is that the news overall tends to have a negative twist to it, because that’s what sells, and so his blog takes on that tone at times …
Melody
Well Melody, I can truly say that after watching the meeting online today, and then reading your post, I draw away from the whole ‘event’ with a sense of dissatisfaction, more so on your behalf. I felt that the way that Howard greeted you, as well as how Annie both greeted you and responded to your question (…..wait, she didn’t do that!) was completely NOT in keeping with the Starbucks culture – connecting with the ‘customer’. Keeping in mind the way that I remember your interaction with Howard and the other Executives at the 2009 Shareholders Meeting, which was a lot more personable and friendly, this seemed to be stiff, corporate and uninterested.
I am sorry that you had to have this experience, sorry for you, but also for the company, as overall I believe it was a fairly good event. The overall impression I had of the event was positive. I left feeling invigorated and inspired to go back into my store and re-ignite the passion that some Partners have lost, as well as light that fire in Partners who never had the fire.
I would like to give kudos to you for actually putting thought into your question, more-so than the 3 gun questions, and the repeat from last year regarding Via (any bets on if there will be a year 3 repeat??)!
Anyhow, I know I have said this before, but thanks a bunch for your passion and enthusiasm around Starbucks. It makes going to work a bit easier on those hard days!
CanMatt
@CanMatt – This is turning into a painful thread to read and it’s wearing. You’re right in many ways. I’ve learned a lot of lessons out of this. Thank you for the thoughtful comment and taking the time to watch the meeting!
@Natnat -
I appreciate your very genuine and honest comment to Melody and I think it highlights some of the disconnect between customers and Starbucks that is happening today.
Your comment indicates a level of distrust in your (Starbucks’) relationship with Melody. The level of distrust has to do with the (slight) shift of power from Starbucks to Melody that this website has created.
Based on your comment, it seems that if Melody was simply a superfan she would be “safe,” but a superfan with a website is somehow “dangerous.” (quote marks for emphasis not actual quotation)
Simply making that shift in your view of Melody changes the relationship. You probably now have a mental filter and guard what you say to and around Melody, thus the change in the relationship. What everyone at Starbucks needs to realize is that Melody didn’t change, she simply got a web site. She is still the same Melody she was before and you have nothing to fear.
Melody did not start this web site in order to call Starbucks out. To the contrary, it is a positive place that quite frankly can at times do a better job of promoting Starbucks than Starbucks itself. I for one, now spend more time on this site than SG because of its positive attributes.
It’s the double-edge sword all corporations live by in today’s social media environment. Social media sites have given customers a voice and an outlet that they have never before experienced. They key is to accept and embrace the change.
Melody is the type of customer evangelist that most corporations would fall all over themselves to have. I myself work for a multi-billion dollar company that has nothing to do with anything Starbucks does (i.e. retail, coffee, food service) and Melody is well known within our Marketing organization as an example of the type of customer evangelist that we would love to have.
My (admittedly unsolicited) advice to you and all partners at SBUX, is to change the way you see Melody and embrace her as a true Superfan and nothing more. Otherwise, your fear will forever alter your relationship and Melody’s “Starbucks Experience.”
@CD – absolutely understand. I am here representing myself and I happen to also be a Starbucks partner. I appreciate what Melody represents, and what she provides to what I work on everyday. She sheds light on things that we may not know about – I totally recognize and thank her for that.
Relationships are very important, but at the same time, social media is media, and as a partner I have to be cautious with what I say, who I say it to, how it may be interpreted and to know that it can be copied and re-posted. Bottom line as a partner – it all reflects back on Starbucks.
I’ve probably said too much….
@Nat
In response to your “I have to be cautious…” comment I’ll simply ask “or do you?”
In response to “I’ve probably said to much…” I’ll say “I hope not. And may your job be safe.”
And in closing, I’ll quote Buddha: “The whole secret of existence is to have no fear.” May you and Starbucks have no fear.
Onward and upward.
-CD
I know that Melody and I share alot of the same thoughts and experiences, and I think are probably viewed in similar ways. (but I do NOT have my own blog) When we had a ‘tasting’ at my regular store a couple weeks ago, the d.m. referenced to several people that I had …… created…..asked for, whatever, this event. It’s true that I did respond to a comment from a mod. on msi and request a tasting (and cupping) at this store. While it was going on, I went over to a table where a couple men were sitting and asked them if they wanted to taste some coffee..which they did. They asked me: was I a spokesperson for Sbux. I thought that was funny but I said yes, I am a spokesperson. and I am.
For all of the “it’s on the portal!” people:
Darth Sidamo sums it up very nicely.
I, and everyone else in my store, am busy from the very second I walk through the door. Guess how much time I have to go back and play around on the portal? None. Guess how much time I have to dig around on the back desk to see if we got any new promotional material? None.
Communication should follow the chain of command. The DM ensures that the SM’s know what they need to; the SM ensures that the shifts know what they need to; the shifts ensure that the baristas know what they need to. You don’t bother to pass on important information? You get written up. That will go much further in ensuring that information is properly communicated.
The real problem is a lack of accountability. It may be true that most communication fails at the DM or SM level…but if the DM is a failure, why doesn’t the regional director or whoever the DM answers to put his foot in their rear end? And if regional isn’t doing their job, then why aren’t the folks in Seattle doing something about them?
Unless baristas are scheduled specific times in which they are to go on the portal and read what’s there, putting information there and hoping that everyone reads it is a very poor method of passing on information.
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