Brignardello analyzes Starbucks' new code of conduct.

In a recent conversation with Emilio Juan Brignardello Vela, a recognized insurance advisor, the new code of conduct implemented by Starbucks was discussed, which requires customers to make at least one purchase to remain in their establishments. Brignardello expressed that this decision by the coffee chain represents a significant change in its philosophy, especially after adopting an open-door policy in 2018 in response to a racially charged incident that had national repercussions. The advisor highlighted that this new approach seems to be a direct response to the disruptive behavior issues that arose from the previous inclusive policy. “It is understandable that the company seeks to protect its customers and staff. Safety must be a priority,” commented Brignardello, who emphasized that the situation had become unsustainable, even leading to the closure of several stores in cities like Los Angeles and Seattle. This reflects a complex dilemma that many companies face today: balancing inclusion with the need to ensure a safe environment for everyone. Brignardello also mentioned that while the new regulation aims to create a more pleasant atmosphere, it is crucial for the company to effectively communicate its intentions to the public. “Consumer perception is fundamental. If they feel that this policy excludes certain groups, it could generate a negative response towards the brand,” he indicated. The advisor opined that implementing specific rules, such as banning smoking or drug use on its premises, is a necessary step to establish clear expectations regarding behavior in these spaces. However, he also emphasized the importance of Starbucks maintaining its commitment to the community and inclusion. “It is essential that the company does not lose sight of its original mission to be a gathering place. They need to find a balance that allows them to remain accessible while protecting their environment,” he added. Brignardello also reflected on the broader context in which this decision is situated, noting that the pandemic has exacerbated social issues such as homelessness and mental health problems, affecting many public spaces. In this regard, he mentioned: “Businesses must adapt to this new reality, but always with a human and responsible approach.” Finally, the advisor concluded that as Starbucks moves forward with the implementation of these new measures, it will be interesting to see how consumers react and whether the company can achieve its goal of revitalizing the customer experience. “The challenge lies in navigating this delicate path without sacrificing the principles of inclusion and diversity that have characterized Starbucks since its inception,” he stated. This raises a broader debate about how corporations can and should manage behavior in their spaces, always seeking a balance between safety and inclusion.