1) Briefly restate your situation from Module 1 and your role.

The current role I hold at Starbucks is store manager. My role includes responsibilities in
staffing and scheduling, planning and prioritizing, coaching and teaching, sales and inventory,
training and development, operations standards and continuous improvement, reviewing business
trends and results, and setting new business goals. The situation I will be evaluating is how
Starbucks and Starbucks partners are affected by unionization. “The current wave of
unionization at Starbucks began in Buffalo, New York, where workers at two stores voted to
unionize as Starbucks Workers United in December 2021. Though the union has not yet
presented official demands to the company, partners hope the union will secure a $25 minimum
wage for baristas, plus improvements to company-provided benefits like mental health care
plans” (McCarthy, 2022). Starbucks Workers United states, “having a union means having
democracy at work. Without a union, decision-making is top-down and the employer has all the
power. With a union, workers will have the power to negotiate with the employer as equals,
work under a contract that helps guarantee our rights, and elect those who will help us represent
ourselves. We believe that Starbucks should be a workplace where all workers have a democratic
voice. Starbucks workers, current and former, should be recognized for making Starbucks the
successful company it is today. Foodservice workers deserve better working conditions, and our
union’s goal is advancing social and economic justice in our community” (2021).

2) Describe how the symbols of the organization influenced the situation.

There are many symbols seen throughout Starbucks. The first is the logo, the Siren. The
name "Starbucks" is named after the shipmate "Starbuck" in the famous novel, Moby Dick. The
symbol of the Siren represents a dangerous temptation, as they are mesmerizing and destructive
creatures. The Starbucks website states the reason for the Siren as the iconic symbol, "1) Our
hometown of Seattle is a port city. We're right on Puget Sound, and we feel this very strong
connection to the water. 2) Coffee often travels long distances across the water to get to us. Even
today, it arrives at the port in big container ships” (Flandreau). Overall, the Siren idea is bringing
land and water together, making the world one, just as we attempt to do with our customers,
creating one world around the idea of a coffee cup. This symbol creates a sense of unity and
connection for the customer and stakeholders, however, puts partners at the forefront of
complexities and diversity.

Another symbol that one finds in Starbucks stores in the U.S. and worldwide is a template, or
sameness, that many customers find comforting. From the familiar logo to the dark wood
interiors and the constant smell of coffee beans, Starbucks provides reassurance to coffee
drinkers regardless of location, perhaps even a bit of home as they travel. Schultz describes this
feeling as “the Starbucks Experience – [based on] personal connection – is an affordable
necessity. We are all hungry for community” (2011). Despite the foundational structure of the
buildings, partners are what create the Starbucks Experience for customers. This requires
partners in stores to create a community amongst the diverse customers they serve. A huge issue
is the responsibilities that partners carry with what they feel is little compensation in return.
“Cramer says union representation could help workers win better health coverage and higher

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wages. Baristas at his location make $14 per hour now, with small annual raises, but he feels the
company can do better. Starbucks CEO Kevin Johnson saw his compensation increase from
$14.67 million in 2020 to $20.43 million in 2021, while workers got an increase of roughly 25
cents an hour” (Staub, 2022).

3) Recommend how you would use organizational symbols for an alternative course of
action regarding your case.

The symbol of the Siren is well-known for many as a place of belonging where everyone is
welcome. This has created an expectation of partners that this is a place where their voice is
heard and they will be supported. While there are many opportunities for partners to speak up
about issues, changes happen very gradually, making them feel nonexistent. Partners have been
troubled about base pay, pay raises, and benefits throughout the rise of Starbucks. The symbol of
the Siren should comfort and reassure partners the same way it has for customers and
stakeholders over the years. Partners need to feel that despite the size of the organization, their
concerns are valid and actions will be taken to ensure they are supported.

The comfort of Starbucks stores has been a huge factor in my commitment to the
organization. The Starbucks Experience is something that has created a great deal in my job
satisfaction, which I consider an important aspect of compensation. “Both Cramer and Piumarta
said they and their coworkers have a good relationship with their store managers. The
management issues are higher up” (Staub, 2022). This experience has been a commonality
among stores that have filed petitions to unionize. The issues are beyond the responsibility of
store managers, who typically have good relationships with the partners. The gap between store
leaders and corporate decision-makers has left Starbucks partners feeling uneasy in their stores.

4) Reflect on what you would do or not do differently given what you have learned
about this frame.

Given what I have learned about the symbolic frame, I would suggest a better system for
storytelling and building culture through the Starbucks symbols. As Boleman states, “stories are
deeply rooted in the human experience. It is through story that we can see into each other's
souls, and apprehend the soul of the organization” (2017). This culture has slowly decreased as
partners have left the organization. Currently, about 80% of Starbucks' hourly partners have
been with the organization for less than a year. This has created a large gap in what corporate
leaders view as our culture, and what partners in the store feel. This gap needs to be bridged by
leaders sharing their stories and experiences transparently with partners, while also providing
partners the opportunity to share their stories as well.

I would also address the value of store managers and the reliance the organization has on
them being strong leaders. Given that store managers have the most communication and
interaction with partners, they are more aware of the partner’s needs and value to the
organization. As Boleman states, “they act as living logos, human icons, whose words and deeds
exemplify and reinforce core values” (2017). This role symbolizes an opportunity for the

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organization to restructure in a way that would best support partners, who support our customers,
which leads to the overall strength of the organization.

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 References

Bolman, L. G., & Deal, T. E. (2017). Reframing organizations: Artistry, choice, and leadership
(6th ed.). San Francisco, CA: Jossey-Bass

FAQ. Starbucks Workers United. (2021). Retrieved March 22, 2022, from
https://sbworkersunited.org/new-page-2

Flandreau, Michelle. (6 Sept. 2016). “Who is the Starbucks Siren?”  Starbucks.

McCarthy, A. (2022, February 10). Everything you should know about the Starbucks union wave.
Eater. Retrieved March 22, 2022, from https://www.eater.com/22925565/starbucks-union-
wave-explained

Schultz, H., & Gordon, J. (2011). Onward: How Starbucks fought for its life without losing its
soul. New York, NY: Wiley.

Staub, C. (2022, March 18). Starbucks Union Goes Viral. nwLaborPress. Retrieved April 20,
2022, from https://nwlaborpress.org/2022/03/starbucks-union-goes-viral/