"What Did I Do Wrong Just for Ordering Again After 38 Seconds?"... Controversy Over Demeaning Treatment at Starbucks

Employee: "From next time, please place your order all at once"
Debate over service standards spreading online
Starbucks: "We apologize for causing discomfort"

A recent controversy has arisen after a customer claimed that, at a Starbucks store, they placed an additional drink order 38 seconds after the first one and were then subjected to a demeaning remark from an employee. As this story spread rapidly through social networking services (SNS), it has escalated into a broader debate over the service standards of Starbucks, the No. 1 franchise cafe brand in Korea.

Interior of a Starbucks store in Seoul. The photo is provided for illustrative purposes and is unrelated to the article. Photo by Kang Jinhyeong

The controversy began when customer A shared their experience on SNS. According to the post, on the night of the 16th, A ordered a cup of coffee at a Starbucks store in Korea and then, about 38 seconds later, ordered one more drink. A explained that they suddenly felt like having one more drink and therefore made an additional payment.

A said, "But then the partner taking my order said, 'Please place your order all at once next time'." When A responded, "Pardon? Isn't this a single order?", the employee replied, "You scanned the QR code, didn't you?" This has been interpreted to mean that, because the payment was processed in two separate transactions, it was not considered a single order.

Wondering, "Did I do something wrong?", A went back to the employee and asked, "Did you really say that earlier?" A had expected an apology or some explanation, but what came back was a cold reaction. The employee allegedly repeated a curt "Yes" five times and then said, "Did you come here just to check that?", effectively belittling A. A said, "I understand it may be bothersome and annoying. But the way they spoke was really not okay," adding, "I have never experienced anything like this before."

Receipt photo posted by A. A placed the first order on the 16th at 9:32:47 PM. They placed the second order 38 seconds later, at 9:33:25 PM. SNS screenshot

Spreading on SNS... Escalating into a service dispute

The post drew more than 1,500 comments and turned into a venue for criticizing Starbucks’ service. Online users shared their own experiences, such as, "They said you can earn stars if you order the promotional drink, so I asked the staff what that drink was. Then the staff said to the colleague next to them, 'How many times do I have to explain this?'" and "I saw an employee scolding an elderly customer who did not really know how to order and pick up." Another comment read, "I ordered a latte and after one sip it seemed too weak, so I took the cup back and politely asked if they could add an extra shot. The staff, in a tone suggesting they were annoyed, said, 'Next time, please order everything at once,' and I was dumbfounded." However, there were also some rebuttals, such as, "There are many kind employees at Starbucks; it seems to be just a few who act like that," and "I go to Starbucks often and the staff are always friendly."

Starbucks: "No intention to inconvenience customers... We will strengthen training"

Regarding the controversy, Starbucks stated, "We apologize that our attempt to guide the customer toward a more convenient in-store experience during the process of making two payments, one with a coupon and one with regular payment, ended up causing discomfort," adding, "Going forward, we will make greater efforts in communicating with customers and will do our utmost to improve our service training."