Starbucks China will implement a new policy called “consume before seating” nationwide starting from October 22nd, where customers are advised to purchase products before using seats in the store. However, pregnant women, people with mobility difficulties, and those who have temporary rest needs can enter the store to rest without making a purchase and also receive free hot water.
Recently, a viral message about Starbucks requiring customers to order before seating sparked discussions. On October 19th, a reporter from “Jiu Pai News” visited Starbucks offline stores as a customer, and a staff member confirmed that the store had received the relevant regulations.
According to the staff member, it is recommended that customers use seats after purchasing in-store products, but the rule is not set in stone. “Delivery couriers, passersby seeking shelter from rain, on-duty personnel such as security guards around the store, pregnant women, etc., if they have a need for temporary rest, can enter the store to rest without making a purchase. We also provide free hot water.”
As for the specific implementation, the staff mentioned that there will be signs placed in the store to indicate the policy. “We won’t strictly require a purchase; if a customer has already sat down, we will just remind them, depending on the specific conditions of the store.”
According to a report by “Finance” magazine, some Starbucks staff mentioned that in a few days, small table cards will be placed in the store, but they will only serve as reminders and not mandatory purchases. “In case of such situations, we will proactively remind.” Another staff member mentioned that the rule is not mandatory, but during peak times, priority will be given to customers making purchases for using seats. The store had an occupancy rate of about 70% around 10 AM that day, and it was mostly full by noon.
After the continuous fermentation of related news, Starbucks confirmed to several mainland media on October 21st that starting from the 22nd, all national stores will begin implementing the new arrangement and display informational signs.
Starbucks stated that during the actual operation, the company will provide its store employees with unified service guidelines and necessary support to communicate with customers in a friendly manner and handle customers’ reasonable urgent needs and special situations appropriately.
For customers in need of assistance, such as pregnant women or those with mobility difficulties, store employees will prioritize providing help. Starbucks emphasized that the regulations will maintain flexibility under clear service rules and will continue to invest resources in improving store experiences, in cooperation with customers to uphold the concept of the “third place.”
The so-called “third place” is a long-standing brand concept emphasized by Starbucks, referring to a space outside of home and work for people to rest, socialize, and communicate. Apart from offering beverages, coffee shops attract many consumers who read, work, or use laptops in-store.
According to a report by “The Paper,” as of the end of September this year, Starbucks China has a total of 8,342 stores, with a net increase of 331 stores this year.
After Starbucks made a clear response to the rumor about “consume before seating,” the relevant topic continues to spark discussions online.
Many netizens expressed understanding, saying, “It’s reasonable; I feel awkward sitting without making a purchase, leaving the seats for consuming customers in need.” “Support it, especially in the evening when people just occupy seats for a stroll.” “Quite good, often see people occupying a table with a laptop and charger all day.” “It’s a last resort; too many people just order a coffee, bring a notebook, and sit there all day, not ordering anything else, chatting for hours, claiming to be waiting for someone.”