January 20th, 2023, Joshua Kennedy
The coffeehouse and roastery chain, Starbucks, has mandated its corporate employees should be at its Seattle office for at least three days a week. The move, which will come into effect by 30 January 2023, will apply to the 3,750 SoDo-based employees as well as those within commuting distance.
How have Starbucks' metrics changed since the back-to-office order was issued?
According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily - Starbucks saw its score move up in the days following the back-to-work notice. The brand’s Reputation net score - which measures how proud or embarrassed people would be to work for a company - was at 8 on 11 January 2023, when the company issued the notice, before rising to 16 on 18 January.
The Seattle-based coffeehouse’s Index score - which measures average Impressions, Value, Quality, Reputation, Satisfaction, and Recommendation scores for the brand - displayed a similar movement as it increased from a net score of 7 on 11 January to a net score of 16 on 18 January.
YouGov data also reveals that the 50+-year-old restaurant chain saw an increase in Impression scores, which measure people's overall impressions of the brand. The brand’s Impression score went from a net score of 10 on 11 January to a net score of 20 on 18 January.
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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Starbucks’ Reputation scores are based on the question: “Imagine that you were looking for a job (or advising a friend looking for a job). Which of the following companies would you be PROUD TO WORK FOR? Imagine you (of your friend) were applying for the same sort of role at the following companies that you currently have or would apply for. / Now which of the following companies would you be EMBARRASSED TO WORK FOR? Imagine you (or your friend) were applying for the same sort of role at the following companies that you currently have or would apply for.” The answers are delivered as a net score between -100 and +100.
The brand’s net Index score is based on the Average Impressions, Value, Quality, Reputation, Satisfaction, and Recommendation scores for the brand. The scores are delivered as a net score between -100 and +100.
Starbucks’ Impression scores are based on the question: “Overall, of which of the following restaurant chains do you have a POSITIVE impression? / Now which of the following restaurant chains do you have an overall NEGATIVE impression?” The scores are delivered as a net score between -100 and +100.
Scores are based on an average daily sample size of 381 US-based adults between 1 January 2023 and 18 January 2023. Figures are based on a 3-day moving average. Learn more about BrandIndex.
Picture Credits: Hiroko Nishimura on Unsplash