Starbucks (SBUX) is telling its baristas to slow down the preparation of drinks in order to counter the image of a hot drinks assembly line. Under new guidelines for stores in the U.S. and Canada, baristas will be allowed to work on no more than two drinks at any time, The Wall Street Journal said.
Slower drinks could mean longer lines.
Starbucks says the new rules, which will be enforced by next month, will help make stores more efficient and improve the quality of the drinks. Customers have noted that Starbucks espresso is "average" and that the quality of preparation is inconsistent.
Other new rules include rinsing pitchers after each use and only using one espresso machine instead of two.
The company has worked aggressively to improve its business in a weak economy, closing underperforming stores, boosting loyalty-card perks and introducing new varieties of instant coffee.
Earnings rose 37% in the quarter that ended June 27.