OGL 481 Pro-Seminar I:

PCA-Symbolic Frame Worksheet

Worksheet Objectives:
1. Describe the symbolic frame
2. Apply the symbolic frame to your personal case situation

Complete the following making sure to support your ideas and cite from the textbook and other
course materials per APA guidelines. After the peer review, you have a chance to update this and
format for your Electronic Portfolio due in Module 6.

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

I am studying Starbucks Coffee Company and the underlying issues around racial bias,
diversity, and stores attempting to strike, boycott, or unionize. These are my thoughts and
feelings and will be confidential. Starbucks is a leader in the food and beverage industry, a
Fortune 500 company, and the largest international coffee chain with 38,038 stores today.
Starbucks was one of the first companies to embrace mobile order and pay technologies with
their popular app which has transformed the behavior of consumers. Starbucks has become a
cultural phenomenon in the US, acting as a third place where people know they can grab a
cup of coffee, have a meeting, use the restroom, or study. Starbucks has become a pillar in
modern-day society, and for many, part of their daily routine.
My role in the organization is as a Store Manager. I have been with Starbucks since 2013
and was hired and trained as a manager. I have managed over ten stores, opened new stores,
and in 2018, I became a store manager trainer. As a trainer, I act as a mentor for other store
managers in my area. With over a decade of experience, I have seen how Starbucks has
grown and changed without adequately adapting operations, adding to the growing tension
and dissatisfaction amongst partners. My role as a leader has been complex at times as I am
expected to uphold company standards, foster a warm, inclusive, and uplifting working
environment for my partners, and meet customer expectations.
2) Describe how the symbols of the organization influenced the situation.

Starbucks is widely recognized for its siren which has changed over the years. Their
popular Mobile order and pay app, My Starbucks Rewards, has its symbol, the star.
Customers can collect Star rewards to use for free drinks, food, and merchandise. The
symbol of Starbucks started in 1971 with a brown siren and a longer name, Starbucks Coffee
and Tea. In 1987, the Siren was updated and went from brown to green and the name was
shortened. In 2011 for Starbucks’ 40th anniversary, the siren transformed into who she is
today. “What’s notably absent from our current logo? Our name. Starbucks’s global reach
extends beyond the bounds of coffee, and our Siren, now so familiar, can surely stand on her
own” (Starbucks, 2024.) The symbolic frame demonstrates how we use imagery to give

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 things meaning, and these symbols “Carry powerful intellectual and emotional messages,
they speak to our heart and soul” (Bolman, L. G., & Deal, T. E. 2021.) Being so widely
identifiable and iconic has had an impact on rising tensions amongst partners at Starbucks.
The siren is a symbol of our brand and a reminder of our culture, promises, mission, and
values as a company. Starbucks has always said, “We are a different kind of company”
(Narasimhan,2023.) and then followed that statement by listing the benefits available for
partners such as profit sharing, healthcare for part-time workers, and free college. The
benefits at Starbucks are wonderful and have been a factor in my choice to work there for
nearly eleven years. I think the issue that is beginning to bubble over is the fact that
Starbucks advocates for partner care but the stores don’t reflect that.
Starbucks employees, called partners, have had negative sentiments stemming since
COVID-19. Partners voice a variety of concerns from inconsistent hours and scheduling
practices, to a lack of labor to adequately serve customers and issues with facilities and store
operations. There are societal problems as well that Starbucks has not addressed that partners
take the brunt of. On an average day, a barista is hearing complaints from customers about
the price of coffee, cleaning up the restroom after someone trashes it for the fifth time that
day, and dealing with mental health and homeless crisis, all while trying to do their actual job
of serving coffee and cleaning. Stores have become increasingly complex, with the
popularity of MOP, Ubereats, and Doordash, and balancing all these competing priorities has
become challenging and chaotic. Partners have exhausted communication channels without
adequate action from the company which has prompted the relationship with union activity
and Starbucks Workers United. I think these very popular symbols start to represent these
concerns that have gone unaddressed and when the company continually tells us that we
aren’t earning enough sales to have the labor we feel we need, everything starts to feel very
hypocritical. Howard Schultz famously said, “A company can grow big without losing the
passion and personality that built it, but only if it’s driven not by profits but by values and
people.” (Schultz, )

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

I believe Starbucks does not need to alter its iconic symbols but should use them as a
reminder of what they represent. The company's widespread recognition and popularity can
largely be attributed to its dedicated people, who have built the business and fostered customer
loyalty. On a fundamental level, I am certain that Starbucks genuinely cares for its partners.
However, I recommend improving communication as a crucial step forward to continued
sustainable growth. It appears there's a disconnect between corporate leadership and the real-
world challenges faced by store partners. With the workforce now predominantly comprised of
Gen Z, it seems there's a lack of understanding of this demographic. Gen Z, a generation that has
grown up with unprecedented access to information, is not only well-informed but also unafraid
to express their opinions. I find this generation to be badass.
During listening sessions at Starbucks, it becomes apparent that the company doesn't feel
accountable for many issues, viewing them as societal rather than corporate problems. While I

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agree that Starbucks isn't responsible for the homeless crisis or the mental health and drug
epidemics plaguing the country, these societal issues do affect our stores. The incident in
Philadelphia highlighted this when two black men were denied access to our restroom and the
company had to do widespread bias training. I think there is more than bias at play here, we've
encountered numerous challenges, leaving our partners exhausted from managing these
situations. These unresolved issues get in the way and cloud the judgment of partners. We are
told to focus on behaviors, not the person which is helpful but there are just too many things
happening daily that leave us pointing the finger back at Starbucks for better support.

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

Understanding the symbolic frame and its profound influence on culture, communication,
and its nuances can greatly shape our approach to professional conduct, personal expression, and
the way we comprehend societal dynamics. This knowledge brings to light the importance of
symbolism in corporate culture, as seen in Starbucks' recent initiative to refresh its values and
update its mission statement. This move aimed to rekindle the organization's focus on its core
principles and the path forward. The newly introduced values of joy, craft, courage, results, and
belonging, even sparked debate for their unconventional inclusion of "vibes" under the banner of
joy. It appears Starbucks is attempting to resonate with Gen Z, navigate conflicts, and progress,
yet it seems to overlook a crucial aspect.
Amidst this shift, there's an emphasis from upper management on prioritizing results and
accountability, seemingly at the expense of partner care. This focus raises questions about the
balance between achieving objectives and nurturing a supportive workplace culture. A
company's sustainable success is rooted not just in accountability and metrics but in fostering a
harmonious culture. A harmonious culture, one that values joy, inclusivity, and a sense of
belonging, is instrumental in creating an environment where employees feel valued and
motivated. Such a culture encourages creativity, collaboration, and loyalty, which in turn drives
innovation and productivity. When employees are engaged and their contributions are
recognized, they are more likely to go above and beyond for the company. This approach to
corporate culture recognizes that metrics and accountability are important, but they should not
overshadow the well-being and satisfaction of the workforce. I

In essence, a company thrives when it balances the pursuit of results with the cultivation
of a positive, inclusive, and supportive environment. Starbucks' endeavor to speak Gen Z's
language and address conflicts is commendable, but for these efforts to translate into sustainable
success, they must be underpinned by a genuine commitment to partner care and a culture that
prioritizes human connections over mere metrics. It's imperative that we no longer overlook the
palpable dissatisfaction within our workforce. According to Starbucks Workers United,
“Unionized Starbucks partners met and shared ideas about how to improve conditions for
partners and customers. Partners across the country filled out surveys…We noticed during this
process that Starbucks workers from California to Maine, from Florida to Washington, face a lot
of the same issues such as short staffing and unpredictable schedules. Low wages and
unaffordable healthcare. Sexual and racial harassment, broken equipment, unfair discipline, and
workplace favoritism” (Starbucks Workers United, 2023.) The company must urgently redirect

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its attention toward enhancing the experience for employees in customer-facing roles. By
prioritizing the well-being and contentment of our partners and equipping them with the
necessary tools and resources to navigate the demands of a popular chain, we can pave the way
for Starbucks to thrive in the next fifty years. It's the satisfaction and happiness of our hourly
partners that will ultimately propel us forward into a successful future.

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 References

1. The Evolution of Our Logo | Starbucks Archive, archive.starbucks.com/record/the-

evolution-of-our-logo. Accessed 12 Feb. 2024.
2. Narasimhan, Laxman. Letter from Starbucks CEO: Affirming What We Stand For, 11
Dec. 2023, stories.starbucks.com/press/2023/letter-from-starbucks-ceo-affirming-what
we-stand-for.
3. Bolman, L. G., & Deal, T. E. (2021). Reframing organizations: Artistry, choice, and
leadership, 7th edition - audio. McGraw Hill-Ascent Audio.
4. Our proposals. Starbucks Workers United. (2023). https://sbworkersunited.org/proposal-
update