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Barista sends open letter to Starbucks CEO
August 5, 2009
Starbucks Corp. was recently listed as No. 6 on a PRNews list of thetop 10 brandseffectively using Twitter, but the company's latest round of media attention stems from an open letter written by a barista to the chains's CEO Howard Schultz.
The letter was written by Sun Min Kimes and was posted on CNNMoney.com's Postcards page.
Kimes, a two-year employee of the company from South Korea, addresses the need for more baristas on the floor and politely questions the company's decision to create "stealth coffee shops."
Kimes writes in the letter
"Howard, I think you have done a good job of being transparent, but it would be wonderful if you communicated more with the workers. I would like to get an internal newsletter, with information about what successful locations are doing, new products, and the company's strategy. Additionally, customer service would improve if we received reeducation. I know many of us want the opportunity for advanced training."I've heard that, in Seattle, you're creating new "stealth coffee shops," called 15th Avenue stores, without the Starbucks brand. Customers will see through this. Instead, why not empower–and incentivize–managers to appeal to their communities by sourcing food, music, and artwork from locals while sustaining our brand?"
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