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Starbucks CoffeeCan Customers Breastfeed in a Coffee Shop?
A Notre Dame case study produced by research assistants Shannon Rainer, Cameron McHale, and Jenny Bailey under the direction of Professor J. S. O’Rourke,
Conflicting Customer Segments“If you look at the clientele during business hours, you’ll find a lot of young mothers with children who come to congregate and talk. If they want to continue to attract
this clientele, they need to change their policies.” Elizabeth Zifcak
“In a place where I am eating and drinking, that is the last thing I
Discussion• Who are the principal stakeholders in this
case?– Customers (mothers who breastfeed)
• What actions would you recommend to Starbucks management?– Put a sign up stating the law or breast
feeding, let people know it is aloud and no one can not restrict or limit the rights of a mother to breast feed her child.
• How would you implement and communicate those actions?– Training sessions: educate employees of
laws, and how to handle these types of situations
Questions?
• Should Charkoudian’s group’s demands be taken seriously, or are they just another case of ridiculous requests which can be safely ignored by the company?– Yes they should be taken seriously
because situations like this happen however Charkoudian should not have targeted Starbucks the way she did.
Starbucks to satisfy all customer segments?– Yes. The public should know the law
and govern themselves accordingly. The law states that it is very much legal that mothers can breastfeed in public and if they have a problem they should avert their eyes, relocate to a different part of the restaurant or leave.
Questions?
• Assuming Starbucks adopts an official policy, how can it effectively communicate the policy throughout the company?– Through meetings, training sessions,
and posting the laws wherever employees can see them (employee handbook, lunch areas, etc.)
store operations change, how can Starbucks communicate the new laws to stores in that state to ensure that all stores are in compliance? – Training sessions, meetings, having
employees sign that they have read and received them.