Starbucks has implemented a new policy of “consume-to-sit” in over 8,000 stores in China starting from October 22nd. Several official media outlets conducted on-site interviews, with the party media focusing on the controversy of insufficient public space in urban areas; and according to Hong Kong media analysis, “there are too many unemployed people, and Starbucks is afraid to open free seating.”
October 22nd marked the first day of Starbucks implementing the “consume-to-sit” policy in China. On that day, several official media outlets of the Chinese Communist Party conducted on-site interviews in Beijing, Shanghai, and other cities, reporting on the execution of the new policy on its first day.
According to reports from China National Radio, multiple Starbucks stores in Shanghai have displayed signs saying “Starbucks business space, please consume to sit.” Staff will remind customers who haven’t made a purchase yet to do so. One staff member told four customers who had been sitting for about 10 minutes without ordering: “If you want to have something to drink, please check the menu and place your order at the counter.”
China National Radio quoted a regular Starbucks customer Ms. Yang, who mentioned that she was attending an online meeting in the store, got busy with work and didn’t order on time, and was reminded five times by the staff within an hour and a half. She expressed that although implementing consume-to-sit is fine, frequent reminders can make customers feel rushed. Eventually, she went to another Starbucks to place her order.
Beijing Youth Daily visited multiple Starbucks stores in Beijing, including Chaoyang, Xicheng, and Dongcheng districts, and found tables with signs saying “Starbucks business space, please consume to sit,” along with related posters. The reports stated that the execution at the visited stores primarily focused on reminding and guiding customers, rather than imposing an immediate consumption requirement on them.
An article published by the party media People’s Daily on October 22nd, titled “What does Starbucks’ ‘consume-to-sit’ reveal?” criticized the expectation of companies to take on public space responsibilities while also operating according to commercial logic. The article also mentioned that consumers questioning the new policy advocated by Starbucks based on its brand philosophy are not demanding too much but highlighting the issue of insufficient urban public space supply.
The commentary from the party media sparked various reactions from netizens after being reposted by several mainland portal websites. Some comments supported Starbucks’ new policy, stating that the store’s rental and operating costs should not obligate them to provide free seating. Some netizens posted pictures of people playing cards or behaving inappropriately inside the store. A Weibo account named “Half Cup of Spoiled Tea” stated, “This is why I support Starbucks’ consume-to-sit policy.”
“Half Cup of Spoiled Tea” believes that businesses have the right to set seating rules, but the issue of insufficient public rest areas in cities also needs to be addressed. Some comments suggested that commercial establishments should not shoulder the long-term role of public service providers.
Compared to the party media’s focus on the controversy of insufficient urban public “space,” a report from Hong Kong’s Ming Pao on October 22nd quoted a viewpoint: “There are too many unemployed people, and Starbucks is afraid to open free seats.”
According to the report, when Starbucks entered the Chinese market, it was seen as a symbol of urban white-collar workers and middle-class elites. However, with the employment market pressure in recent years, some unemployed individuals choose to spend time in cafes to maintain their daily rhythms. Consequently, Starbucks has been jokingly referred to by netizens as a “haven for the unemployed.”
The report pointed out that discussions about “Starbucks being filled with unemployed middle-aged men and women” and “Starbucks sheltering the unemployed” have been circulating online since 2023 following the COVID-19 pandemic. Some unemployed individuals are reluctant to disclose their jobless status to family members, still leaving home in the morning, spending the day at a coffee shop, and returning home in the evening to maintain the appearance of a regular work schedule. Free air conditioning and Wi-Fi have made cafes temporary stops for these individuals.
The latest official data from the Chinese Communist Party shows that the unemployment rate in September was 18%, slightly lower than the 18.9% in August.