Airports have always been known for their hustle and bustle, and more recently, they’ve become synonymous with long lines—not just for flights, but for coffee. This is especially true for Starbucks, where travelers often face frustratingly long wait times for their favorite drinks. Reports have emerged from various U.S. airports, where patrons have shared their grievances about how long it takes to get their caffeine fix.
Take the example of Coresa Barrino, who found herself impatiently waiting for coffee at New York's LaGuardia Airport Terminal B. "They need to have a Better system," she remarked, indicating she had already been waiting for ten minutes. Barrino recounted how, back home, waits at her local Starbucks average just two minutes. Frustration is mounting, and it’s clear this is not just her experience; countless travelers have echoed similar sentiments.
These long lines haven’t slipped by unnoticed by Starbucks' new CEO, Brian Niccol, who took the helm after transitioning from Chipotle. His plans for the coffee giant include addressing this dire issue. During the recent Q3 earnings call, he acknowledged, "There’s a huge opportunity for us, I think, to simplify some of the execution there so we can get people the great throughput they want to get on their way."
At present, Starbucks operates within 47 of the 50 busiest U.S. airports, with licensed stores contributing approximately 12% of its whopping $4.51 billion revenues for fiscal year 2024. With such significance tied to airport operations, Niccol is under pressure to bring changes swiftly.
One of the strategies Starbucks has implemented is mobile ordering, launched at airport stores back in 2022. Despite the intention to expedite service, early reports suggest mobile ordering may have inadvertently added more confusion at airport counters rather than solving the wait-time crisis. This begs the question: Are travelers even aware of the mobile app? Many may not make Starbucks their first stop when traveling. Niccol aims to cut service times down to four minutes, reducing congestion and enhancing customer experience.
Despite the hopeful outlook, challenges remain. Niccol and his team are trying to navigate the balance between operational efficiency and meeting customer demands. There have been flickers of hope: Starbucks' share prices saw slight improvements, rising 14 cents recently, reflecting the market’s tentative optimism. Yet, is the stock forecast truly promising? Analysts offer mixed reviews—the stock has seen over 6% growth this year, but there are signs of caution with potential limits to its upward mobility.
Adding to the hurdles facing Starbucks was the recent ransomware attack on one of its software vendors, which greatly disrupted internal operations. Many baristas have found themselves unable to schedule and manage their work hours due to the cyberattack. While customers are largely unaffected, employees are left trying to navigate through manual processes, impacting morale and daily operations. The company continues to work with the vendor to restore services.
Meanwhile, the clock is ticking as the Thanksgiving travel rush approaches, prompting Starbucks to act quickly on improving its service without sacrificing quality. Niccol's vision is to win back customers and boost brand reputation—elements severely tested by the long lines and recent cybersecurity concerns.
Travelers can only hope for changes soon. Niccol’s leadership provides new hope for shortening airport wait times and possibly reinvigorates Starbucks’ branding as the go-to place for airport coffee. It remains to be seen how successful the coffee giant will be at curbing those long lines at its many airport locations.
The issue encapsulates the nervous energy many travelers feel when facing unknowns before their flights. From delays and cancellations to security checks, coffee lovers should expect to see if Starbucks is up to the challenge of delving deep to deliver its iconically quick service to its flying patrons.
