, Columnist
‘Forced Joy’ Is a Miserable Corporate Trend
At companies like Starbucks and Tiffany, fun has become a job requirement.
One venti, no foam, no personalized message latte, please.
Photo: Starbucks
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Starbucks Corp. baristas have a new job requirement.
In addition to remembering to make your latte with no foam or your cortado with oat milk, they must also write a little missive on your cup. It’s a directive that comes straight from CEO Brian Niccol, who says the handwritten notes foster “moments of connection” — part of his strategy to get more customers into stores to turn around the faltering coffee giant.