Specialty coffee refers to coffee that is brewed in a unique way, it is of high quality, a different taste, and is considered to be a better product compared to other beverages that are available in the market (Ireland, Hoskisson & Hitt 12).
The coffee beans used to brew specialty coffee is grown in special designated areas and they meet the highest set standards for green coffee (Julyan 34). The roasting, storage and brewing of the beans is carried out in the best possible way so as to produce a high quality product (Jolliffe 23).
This research will focus on specialty coffee that is brewed at Starbucks retail stores. The given recommendation that will be analyzed in this study is to improve the quality of coffee in Starbucks retail stores. Furthermore, this research shall analyze three viable ways in which the given recommendation can be implemented in Starbucks retail stores.
Quality is of utmost importance in any enterprise, in cases whereby the quality of a product becomes compromised the customers shift (Lingle 43). The improvement of the quality of coffee in Starbucks retail stores can be implemented in various ways.
These ways include the use of fresh products in the brewing of coffee, training of employees at Starbucks on the best practices pertaining to brewing of coffee and establishment of a quality assurance department at Starbucks which will be responsible for the quality of coffee brewed at Starbucks retail stores.
High quality coffee can only be produced if the quality of the raw materials used to brew the coffee is appropriate (Neilson & Pritchard 70). The coffee beans, coffee ground and the milk used to prepare the coffee should always be fresh. The coffee beans used to process coffee should of the acceptable standards (Nicholls & Charlotte 65).
Low quality coffee beans should never be used in the production of coffee at any particular instant. The coffee beans should comply with the highest set standards in existence (Julyan 89). The quality of coffee at Starbucks cannot be improved if the coffee beans used for processing the coffee are faulty.
It is imperative for the management at Starbucks retail stores to ensure that the coffee beans used in processing coffee are appropriate and of acceptable standards (Jolliffe 50).
The coffee ground will determine the quality of coffee that will be produced at Starbucks retail stores (Ireland, Hoskisson & Hitt 69). In addition ground coffee has a high rate of perishability hence it is imperative to utilize ground coffee immediately it is prepared.
The grinders used at Starbucks retail stores should also be cleaned and maintained at all times (Lingle 43). Cleanliness is essential in any enterprise, especially in enterprises that deal with food products and beverages. The moment cleanliness is compromised the customers’ satisfaction level drops and the effect becomes adverse to the company (Neilson & Pritchard 91).
Furthermore, the maintenance of the coffee grinders should be catered for, the moment ineffective grinders are used to grind coffee beans the quality of the produced coffee becomes compromised.
The coffee ground should be used as soon as it is produced, and Starbucks retail stores should acquire grinders that produce coffee ground when it is needed (Nichols & Charlotte 73). In cases whereby coffee ground lies around without being used, the quality of the produced coffee becomes lowered.
In the case of white coffee, the milk that is used in the preparation process has to be fresh milk. Milk that is stale can cause health problems to an individual who consumes it (Julyan 25).
All Starbucks retail stores have to make sure that the products they offer meet the set health standards. The improvement of the quality of coffee at Starbucks will only be possible if the use of fresh milk is always assured (Ireland, Hoskisson & Hitt 19).
The second aspect that is vital in the implementation of the given recommendation is engaging Starbucks’ employees in training activities that involve familiarization with the best coffee brewing practices. In order for the quality of coffee offered at Starbucks to improve the employees have to deliver their best (Julyan 34).
The employees are involved with all the processes that pertain to coffee brewing. Unskilled coffee brewers will make coffee that is of poor quality, to avoid this scenario the Starbucks’ employees need to be trained in the best ways of making coffee.
In any enterprise the employees have an unimaginable influence on the quality of the products availed in the market by that particular enterprise (Jolliffe 55). The employees will determine what kind of coffee is offered to Starbuck’s customers.
The improvement of the quality of coffee offered at Starbucks has to be spearheaded by the employees in the retail stores (Lingle 241). The Starbucks management has to ensure that only skilled employees engage in the activities of coffee brewing. It is imperative for labor specialization to be practiced at Starbucks retail stores.
Each employee should be assigned duties that they will undertake perfectly (Neilson & Pritchard 104). In cases where the employees are assigned duties they are not familiar with the quality of the coffee becomes adversely affected.
If an individual is perfect in grinding coffee beans that specific individual should be assigned duties involving grinding of coffee beans.
The same should apply to service delivery, brewing of coffee and quality assurance activities, the most qualified employees in these specific duties should be given the chance to execute the duties (Nicholls & Charlotte 127).
Customer satisfaction levels are determined by the quality of service being offered at a specific enterprise (Ireland, Hoskisson & Hitt 205). The consumers of coffee at Starbucks retail stores have to be satisfied with the service offered to them.
The quality of coffee will only improve if the employees are skilled at their jobs. In addition, the coffee available at Starbucks may be of superb quality, but the customer service may be poor. A balance has to be created; an aggrieved customer will quarrel with an employee (Julyan 143).
This will irritate an employee; hence that specific employee will not brew quality coffee due to a foul mood and to avoid this Starbucks’ employees have to be adequately trained in the best ways of brewing coffee and the best ways of ensuring the customer is contended at all times.
The establishment of a quality assurance department at Starbucks retail stores is essential. There is need for accountability so as to ensure the best results are attained (Jolliffe 275). The quality assurance department should be a fully structured department in the company, it should comprise of a manager, supervisors and employees who will act as internal inspectors (Lingle 304).
The internal inspectors should be situated in each and every Starbucks’ retail stores. Their role should be to ascertain the quality of coffee offered at Starbucks retail stores.
The internal inspectors should ensure that the raw materials required for brewing coffee meet the set standards. In addition the internal inspectors should ensure that the employees offer the best service to the consumers of coffee at Starbucks (Nicholls & Charlotte 194).
The internal inspectors should compile their reports and submit their findings to the supervisors. The supervisors should ensure that the internal inspectors perform the roles assigned to them (Neison & Pritchard 295).
In addition the supervisors and internal inspectors should be able to submit their recommendations to the manager in charge of the quality assurance department (Nicholls & Charlotte 197).
The quality assurance manager should be in a position to plan, coordinate and control the activities that concern the quality improvement of coffee offered at Starbucks retail stores (Julyan 164).
The quality assurance manager should coordinate with the finance department in situations whereby extra funds are needed for the improvement of the quality of coffee.
The improvement of the quality of coffee at Starbucks retail stores will have a cost attached to it (Jollife 208). Every good thing comes with a price, new grinding machines will be needed. High quality beans will also be needed, and the employees may demand for a pay rise due to the high levels of efficiency required from them (Lingle 223).
All these aspects involve the use of more funds hence the quality assurance manager has to work closely with the finance department to ensure these funds are availed on time. The quality assurance manager has to coordinate with the human resource department. The employees who are defiant should be dealt with.
Some employees will tend to be deviate from the set objectives of the company (Ireland, Hoskisson & Hitt 129). The quality assurance manager should be very keen to ensure that the employees’ negligence does not in any way affect the quality of coffee offered at Starbucks.
The quality assurance manager has to link with the human resources department when issues concerning Starbucks employees emerge (Neilson & Pritchard 98). Furthermore, the quality assurance manager should be able to link with the production and purchases department.
For example when coffee beans are being purchased the quality assurance department should verify that the coffee beans comply with the set standards.
In addition, the quality assurance department should ascertain that the production methods used in brewing coffee are acceptable (Nicholls & Charlotte 125). The quality assurance department will play an enormous role in the improvement of coffee at Starbucks retail stores.
The food and beverage production industry standards require the establishment of a quality assurance department in all enterprises that are involved with food and beverage production (Julyan 304). This is to ensure that the products offered to the customers are of acceptable quality at all times.
The establishment of a quality assurance department at all Starbucks retail stores is essential. The improvement of coffee offered at Starbucks will only be possible if a quality assurance department is established (Jolliffe 238).
The aspect of high quality is of utmost importance in all enterprises, an enterprise that compromises on quality never manages to diversify and expand (Lingle 143). In order for an enterprise to diversify its’ products, quality has to be ascertained.
The quality of coffee offered at Starbucks will only be improved if the Starbucks management implements policies that advocate for zero tolerance to low quality products (Neilson & Pritchard 259).
The three aspects have to be always ascertained these include the freshness of raw materials, the training of employees on coffee brewing activities and establishment of a quality assurance department.
If these three aspects are ignored at Starbucks retail stores the quality of coffee will remain poor but if these three aspects are ascertained the improvement of the quality of coffee at Starbucks retail stores will be achieved.
Works Cited
Ireland, Duane, Robert Hoskisson, and Michael Hitt. Understanding Business Strategy: Concepts and Cases. Mason, OH: South-Western Cengage Learning, 2008. Print.
Jolliffe, Lee. Coffee Culture, Destinations and Tourism. Bristol, UK: Channel View Publications, 2010. Print.
Julyan, Brian K. Sales and Service for the Wine Professional. London: Cengage Learning, 2008. Print.
Lingle, Ted. The Coffee Cupper’s Handbook: Systematic Guide to the Sensory Evaluation of Coffee’s Flavor. Long Beach, Calif: Speciality Coffee Association of America, 2001. Print.
Neilson, Jeff, and Bill Pritchard. Value Chain Struggles: Institutions and Governance in the Plantation Districts of South India. Hoboken: John Wiley & Sons, 2011. Print.
Nicholls, Alex, and Charlotte Opal. Fair Trade: Market-driven Ethical Consumption. London, UK: Sage, 2005. Print.