AIR QUALITY. “The purity of the indoor and outdoor environment of our stores is essential for the customers that visit us.”
“In compliance with the Smoking Ordinance Republic Act Section 5, No. 9211 (Tobacco Control Act), as well as to facilitate optimum air quality, we now provide a smoke-free environment for our customers in all our Starbucks stores nationwide.”
This is neither an advertisement nor promoting Starbucks, a company exclusively run by Rustans in the Philippines. It has already made a name for itself. In fact, I can’t remember a Starbucks advertisement printed on local and national papers, or shown on TV, but the fact remains that it is known for its premium Arabica coffee.
Starbucks’ new policy is a bold move that redefines what companies often call Corporate Social Responsibility or CSR. It is more of a commitment, perfectly said and done.
In implementing this new policy, Starbucks personnel had a hard time telling customers that smoking is no longer allowed in and out of their stores. “I hate Starbucks! Hindi nako magkakape dito” was the usual remark of unruly ex-Starbucks lovers.
Thus, losing your customers means that sales is also expected to go down. “A suicide in the making”, say PRO smokers in discussions on Facebook and other web forum.
But for the ANTIs, they stressed: “Smokers are a dying breed. The habit is as spurned now as it was accepted and fashionable in the 50s and 60s.”
A store manager admits: “Yes our sales went down”. “We expect that to happen, but more importantly, we believe that the policy will benefit all our customers.”
RIGHT DIRECTION. While smokers try to find other coffee shops to suit their vice, a huge chunk of non-smokers now enjoy fresh air in and out of Starbucks stores, especially at the SM City Clark branch.
Sooner or later, local government units like Angeles City will also strictly implement the same policy, banning smoking in all public places. Fines and other sanctions will be imposed on violators. In fact, at least 163 violators were arrested in Metro Manila on the first day of RA 9211’s enforcement.
“For the record, we are amending the same an ordinance prohibiting smoking in public or government offices, public transports, hospitals, et al in Angeles City,” says Councilor Jay Sangil reacting on my FB post.
Sangil and Councilor Edu Pamintuan lauded Starbucks’ new policy saying that it would also make all its stores children-friendly. They will be spared from the ill effects of smoking.
Chandler Ramas, a colleague who is now in the United States, suggested to Sangil that smoking should be banned even in bars and night clubs. He said the city should also impose additional taxes for every pack of cigarette. “Use that sales tax (if allowed) for healthcare funding (prescriptions, charity care, etc.) instead. That’s how we do it in Miami.”
“We use only half penny of our sales taxes to charity care and that translates to US$350-million a year, which partly funds our public hospital system here. Kulang pa nga dahil US$700-million ang annual charity care. Just sharing an idea baka puede mong gayahin sa konseho dyan,” Ramas added.
LAUDABLE. Aside from its bold move, Starbucks should also be lauded for setting an example of what customer service is all about. Baristas and even its managers know their customers very well, treating them like close friends and part of the Starbucks family.
On the other hand, yes I know that coffee in Starbucks is expensive compared to other coffee shops in town. I remember when Erap, with at least 10 of his staff, had a coffee at Starbucks. Upon seeing the bill amounting to almost P3,000, he immediately went to the cashier and asked, “Why is your coffee too expensive?”
The young lady barista courteously replied: “Sir hindi lang naman po yung coffee and binabayaran sa Starbucks, pati po yung magandang ambiance sa store.”
Erap then went back to his staff and asked them: Who among you ordered ambiance? It’s too expensive!”
Kidding aside, Starbucks rocks! And politicians should learn a lot from it.
