I think when Howard Schultz and Starbucks Corporate came up with the idea of paying it forward (#payitforward) at its many stores across the nation they left some kinks in the chain. And they simply didn’t account for what a New York City Starbucks environment is really like. Today alone, I attempted and failed, not once, but twice at paying it forward — or backward, really –at two different Starbucks.
In case you have no idea what I’m talking about above, here’s a quick overview. This Monday, Starbucks’ CEO Howard Schultz released a letter that urged other successful business CEOs to put the pressure on their representatives and end this government shutdown. Did you know Schultz is a Democrat? How rare for such a successful CEO! Anyway… Then Wednesday, Starbucks released information on a three-day promotion in an email stating: “Pay it forward. Get a free coffee.” The concept is simple: Come into Starbucks between Oct 9-11, buy someone else their favorite drink (preferably a stranger), and you receive a complimentary tall coffee for your civility. Simple enough, right?
When I first heard of this promotion, I thought it was the coolest thing. I love the idea of Starbucks attempting to start a small movement of generosity while our government is currently shutdown due to hostility and greed. But when you put the concept into practice, it doesn’t seem to work as well as it was intended.
So my first attempt to pay it forward this morning was thwarted by the simple fact that there was a line in the Union Square Starbucks that was out the door and I was pinched for time. Therefore, no Starbucks for me or any stranger this morning.
My second attempt was at the Starbucks just outside of the MetLife Building on 45th & Park. I walked into this very small Starbucks and ordered my usual grande iced coffee and waited for someone else to come in. Then a gentleman came in by himself while I lingered at the register. When the barista turned his attention to his new customer, I intercepted and told him that I wanted to “pay it forward” and buy this gentleman’s drink. The barista looked confused, so I went on. Aren’t you guys running a promotion to buy someone else a drink? Still — he looked confused, and the gentleman whose drink I was attempting to buy looked even more confused. So the barista asked one of his partners who looked to be the manager on duty. Still — this man looked confused.
The presumed manager went on to tell me that some people have been coming in over the past few days expecting some sort of buy-one-get-one, and he knew nothing about this Pay it Forward promotion. So in the end, the gentlemen whose drink I attempted to buy ended up ordering and paying for 11 dollars worth of food and drinks on his own while I questioned the staff that had no answers for me.
Now, I’m wondering how Starbucks spread the word of this promotion internally? And has anyone had a successful #payitforward experience yet? In New York City? I guess I’ll attempt once more tomorrow.
See below for the details on the MetLife Starbucks on 45th & Park.
The Good:
The Location… Directly across the street from the MetLife building and commuter friendly to Grand Central Terminal.
The Bad:
The Size… Just enough room for the barista bar and a small area to wait for your drink.
The Hours… Closes at 9pm on weekdays and closed on Sundays.
The Seating… None.
The Restroom… None.
Barista Friendliness:
It’s not that they weren’t friendly, but they certainly were ignorant of Starbucks promotions.
Drink of Choice:
Grande Iced Coffee…
Overall Starbucks Rating:
A tiny Starbucks with the sole purpose of getting people caffeinated on the go.
Starbucks and the City 
I saw the notification for “pay if forward” on the app today, but I haven’t tried it. Might need to do that tomorrow and see what happens!