Starbucks Applies for Patent on Coffee Vending Machine... "Will Reduce Burden of Complex Recipes"

Saving Production Time and Standardizing Taste
Union's Opposition to Wage Increase Also Influences Perception

[Asia Economy Reporter Jeong Hyunjin] "There are over 170,000 customizable drink options available at Starbucks stores. Customers can create their favorite drinks tailored to their lifestyle." - Starbucks brochure

The world's largest coffee chain, Starbucks, has applied for a patent on an automated machine to significantly reduce drink preparation time. While Starbucks is known for offering personalized options such as choosing coffee types, adding syrups, cream, or ice, and specifying drink temperatures, the wide range and complexity of recipes have made it challenging for baristas. Why is Starbucks preparing to make drinks using automated machines?

[Image source=Reuters Yonhap News]

◆ Even the Drink Color is Up to Me... Starbucks Drinks Made by Machines

According to the U.S. economic media Business Insider on the 20th (local time), Starbucks submitted a patent application to the U.S. Patent and Trademark Office (USPTO) on the 9th for an automated machine that helps baristas make complex, personalized drinks faster. Starbucks explained that automation allows the production of drinks in the customer's desired color, increases preparation speed, and reduces errors.

Starbucks emphasized that with this machine, baristas no longer need to remember each customer's specific drink preferences. The machine guides the barista on the next step, adjusts the amount of syrup to be added, and automates cleaning tasks. Previously, baristas had to manually control the amount of syrup dispensed from pump-style containers according to customer requests.

It is reported that Starbucks initially filed a provisional patent application related to this machine in July 2021. Business Insider noted uncertainty about when Starbucks will deploy this machine and even whether a prototype has been produced.

Automated machine illustration presented in the patent application submitted by Starbucks to the United States Patent and Trademark Office (USPTO) (Photo by USPTO application file)

Automation of Starbucks' drink preparation process was a predictable step. In September last year, Starbucks' 'Reinvention Plan,' which included increased investment, featured improving drink preparation speed. At that time, Starbucks announced plans to invest $450 million this year to upgrade coffee machines and ovens in North American stores. They also aimed to simplify the drink-making process, reducing the preparation time for a mocha frappuccino from 87 seconds to 35 seconds, a 40% reduction.

◆ Due to Complex Requests... Baristas Demand "Higher Pay"

Starbucks' move to develop automated machines appears influenced by difficulties expressed by baristas on the ground. Baristas complain about the challenge of remembering and preparing drinks from over 170,000 menu options. The more customer requests, the longer it takes to make a single drink, and the complexity inevitably causes confusion.

Excessive options added to basic recipes sometimes cause contents to overflow, leading to dissatisfaction with customized drink preparation at stores. One barista told Business Insider that they once made an iced latte with 12 shots of coffee and 5 shots of hazelnut syrup.

[Image source=Reuters Yonhap News]

Since 2021, videos explaining complex recipes that are not on the official menu but can produce similar flavors at a low cost have gained popularity on the social media platform TikTok under the hashtag '#starbuckshack'.

In response to this situation, the Starbucks union raised concerns last September, demanding "higher wages," and Starbucks mentioned increasing automation in stores to reduce employee burdens.

Starbucks is committed to personalized drink creation. Howard Schultz, Starbucks founder and current CEO, clearly stated during the earnings announcement last November, "There is no other coffee shop in the world that can respond to customer demands with such customization," emphasizing that personalized drink preparation is Starbucks' competitive advantage.

According to Starbucks' fiscal 2022 Q4 (July 4, 2022 ? October 2, 2022) earnings report, 60% of all drinks sold during this period were customized. Sarah Trilling, President of Starbucks North America, revealed during the Q4 2022 earnings announcement last November that annual sales from additional options such as syrups and sauces reached about $1 billion, doubling since 2019.

This content was produced with the assistance of AI translation services.