Baristas Are the Brand

"When unionized Starbucks baristas walked off the job this past November, they were asserting a fundamental truth about Starbucks itself: Workers are not incidental to the coffee chain's experience. They are the experience. From the speed and care with which a drink is made, to the warmth of a familiar greeting in a neighborhood store, the brand value of Starbucks is built on workers' skill and labor. Customers do not return for a logo alone. They return for the experience-the experience delivered by working people."

"The baristas represented by Workers United who are currently on an unfair-labor-practice strike have been clear about what they are fighting for. Chronic understaffing leaves workers scrambling to meet demand, undermining both job quality and customer service. The average barista does not make a livable wage: The starting wage in 33 states is $15.25 an hour. It is just $16 an hour in another 10 states."

Starbucks' customer experience depends on baristas whose speed, care, and greeting create brand value. Baristas are often treated as costs rather than assets, facing chronic understaffing, low wages, and unstable schedules. Starting wages average $15.25 in 33 states and $16 in ten other states, with many workers unable to meet the 20-hour threshold for advertised benefits. The 150 percent availability rule requires availability beyond scheduled hours, effectively placing workers on call. Union-organizing workers face aggressive resistance and numerous labor-law violations. These conditions harm workers and degrade the service quality and consistency customers expect.

Read at The Nation