An Open Letter to Starbucks Korea
Friday, December 19, 2008 at 2:35 PM Sort yourself out.
Dear Starbucks,
I have been a loyal cutomer of yours since about 1998 when I was a Starbucks barista in one of your first New Zealand stores. Since then I have had the pleasure of experiencing Starbucks' beverages around the world, for Dunedin, New Zealand to Shanghai, China.
Thus I have some experience - on both sides of the espresso machine if you will - that informs this letter.
To say I am disappointed is an understatement.
I write specifically with your 씨티극장, Gangnam, Seoul store in mind which I have patronised regularly for the last year and from which I have seen a steady decline in service and beverage quality.
1) In-store wi-fi
Perhaps the least pressing of issues, but something has to be done about the in-store wi-fi available to customers. No matter where I sit in store, even directly under the router, the reception can be described as "spotty" at best and unusable at worst. Perhaps you need to upgrade the router's firmware or update the hardware or perhaps a combination of both?
2) Starbucks Caffe Latte
Someone needs to speak to the baristas at the above mentioned store and get them to make a caffe latte. You will find a "wet" latte if you are lucky and most probably a cup of (usually over steamed) milk marked with a dash of foam.
Unsatisfactory.
Starbucks literature, and indeed decoratio in-store describes a Starbucks cafe latte as having 1/4 of the volume made up of foam
Starbucks Caffe Latte as described in the Starbucks at Exit 5 Gangnam Station.
Instead I have been subjected to an unwarranted absence of foam, ranging from the mentioned "Dash" to about a half tablespoon's worth amounting to about 0.5cm of foam at the top of a cup.
Not only is this an unsatisfactory latte, but it is also dangerous. I often take my latte to go, and on the Seoul subway at 8:15 in the morning a good cap of foam on a venti latte can help prevent some nasty spillage.
Baristas at the City Theatre store need to be re-trained as to how to build a caffe latte to spec.
3) Customer Service and Starbucks' "Third Place"
Finally, and perhaps most importantly the customer service is lacking in the extreme at the City Theatre store.
Let me illustrate this by way of anecdote.
Recently I ordered a Quad Venti, Low-fat, Light-vanilla Caffe Latte. I would mention too, that My Korean is good and I have been able to order previously without question.
Anyway I stood at the bar and watched as my drink was prepared. The Milk was over steamed - and very hot, the shots sat on the espresso machine for more than a minute (What I once called "dead shots") and finally the barista only made the drink a triple, rather than with the requested 4 shots.
When I mentioned this I had to pay W500 for the extra shot (even though I had ordered it originally and there was an extra shot sitting on the espresso machine that would have been poured out anyway) and then I had to spend 5 minutes convincing the barista to make the beverage again from the beginning.
Did I mention I only had a W10000 note (as I had paid by credit) and the barista was insistent that I should break the note for his mistake.
Overall the transaction had overtones of arrogance, on the part of the two baristas involved, and a total ignorance of the concept of "Third place".
When I was a barista the drink would have been remade without question over quality concerns and the shot would have been free because of the mistake by the partner taking my order. That would have been sufficient, but I would argue a free drink coupon would also have been issued to make sure I was a repeat customer.
As it stands I was left feeling like I was in the wrong and had a nerve for questioning what was going on behind the espresso machine.
I have no doubt that the baristas at the City Theatre store are hard working and well meaning individuals, but their attitude toward preparing premium Starbucks beverages, creating an atmosphere of "Third Place" and general customer service need to be addressed.
Should you require further information or wish to contact me please fell free to call me at the number below.
Warmest Regards
Stafford Lumsden
Ph: [redacted]
Gangnam, Korea, New Zealand, Seoul 
Reader Comments (7)
Never get between a man and his caffeine fix, I know, but there are coffee shops EVERYWHERE. If you don't like the service at Starbucks, it's not like you aren't starved for choices in Seoul.
Torgodevil: You are right of course, and I am partial to a White Chocolate Dream Latte at Coffee Bean from time to time, but no one serves half a litre at a time like Starbucks does... 592ml of vanilla latte....mmmmmmmmm!
I hope you wrote it in Korean?
Otherwise it will just go in the bin.
At least you didn't get charged for adding 2% milk to an iced venti americano...
why don't you request a cappuccino? i'm a seattle native, and i've never heard of anything about a latte being 1/4 foam. that seems more like a cappuccino to me. sorry your milk was over-steamed..
Deme: on the 1/4 foam - I'm citing Starbucks' literature and promotional material, and how I learned to make said beverage.
That being said I have started to order XF (Extra foam) but with all the other customisation I have with my drink (double / triple shot, low fat, light Vanilla etc) I feel a bit guilty for the
minimum wage slaveI mean barista on the other side,A Cappuccino on the other hand is a bit too much foam, again with what I know that should should be around 1/3 foam.
I would go back to straight up espresso, but here in Korea that's like finding the right needle in a needle-stack.
well. if it makes you any feel better, here in seattle i don't get lattes with 1/4 foam either. :)