USA | Starbucks has introduced a new siren craft system to help baristas streamline steps for making beverages and meet the growing demand from customers.
Starbucks has upgraded its 2022 proprietary Siren System automation technology to assist employees in managing the increasing customer demand. Named the “Siren Craft System,” the employee-facing upgrade has included new tools and techniques to simplify and expedite tasks.
Some of the new enhancements include more efficient methods for beverage preparation and the introduction of a new in-store employee role to provide support where and when it is most needed.
“Before the Siren Craft System, we were hearing from some of our partners at certain stores that they felt overburdened during some of our busiest times. They didn't have many ways to anticipate that demand or respond,” said Kionte’ Sheffield, the district manager who oversaw the pilot project before it even had a name.
“With Siren Craft System being a solution by partners and for partners, we have an ease of operations – we’re more efficient without it feeling difficult.”
One of the key modifications partners helped to develop was a change in what Starbucks calls “beverage sequencing” – wherein milk is steamed before espresso shots are pulled. Through in-store trials, partners realised they could save time without sacrificing quality or taste by reversing the process and pulling the espresso before steaming milk.
“We started this project in 2023, testing some of these improvements and getting feedback from our partners on what would be most impactful for them,” Sara Trilling, executive vice president and president of Starbucks North America.
“We then really started to look at how we can tackle this latent demand and be more efficient in our stores. We looked at beverage sequencing, beverage routines, and new positions to respond to the demand in our stores and work through it more effectively while partners are feeling supported.”
