A recent internal directive at Starbucks (SBUX) requires baristas to hand-draw a smiley face on every cup of coffee before it's served. According to multiple employees, failing to do so results in a second-level warning notice, and accumulating two such notices within a year leads to forfeiture of the 13th and 14th month bonuses, or even termination.

Previously, drawing on cups was encouraged but not mandatory, serving as a voluntary gesture of goodwill. However, the new policy has drawn backlash from both staff and customers. Employees argue that during peak hours, the added step makes their workload unmanageable, forcing them to hastily scribble the smiley. Some customers are equally frustrated, one stating, "Who gave you permission to draw on my cup with a chemical pen? I can't even wipe it off my hands. If I see it again, I'm filing a complaint every single time."

Interestingly, on social media, many Starbucks employees are openly endorsing these customer complaints, posting comments like "Please complain, we are being forced to do this" and "Hurry up and complain, we beg you."

Transforming a Charming Surprise into a Rigid Rule

Customizing cups is not a new initiative for the coffee giant. As early as last year, Starbucks China launched a service upgrade titled "Take Good Care of Every Cup," which listed "warmly drawing on takeaway cups" as one of its four core service promises, describing it as "a little surprise for you hidden on the cup." At that time, employees were free to decide what to draw or write. Photos shared by netizens show a variety of designs, from well-wishes to cute illustrations. Crucially, there was no uniform KPI attached; it was a discretionary act performed by staff when they had spare time.

Recently, however, this voluntary action has morphed into a strict rule with increasingly tight scrutiny. Employees report that most stores nationwide have been told every takeaway beverage cup must feature a hand-drawn mark, with the baseline being a smiley face. More elaborate designs are permitted if time allows. A barista known as Xiao Lin explained that creative freedom has been drastically reduced, "We used to draw cats, dogs, various smiley faces, and blessings. Now, after the mandate, it must be a uniform smiley face." He added that this change is partly due to intellectual property concerns, "Non-original designs could be controversial. The company only allows smiley faces, as drawing famous anime characters risks lawsuits." Another employee admitted this has dampened their enthusiasm: "I used to love drawing, but with so many rules now, I don't bother putting in the effort or wasting time on it anymore."

Mandatory Smiley Drawings Tied to Annual Bonuses

To enforce the new rule, an internal notice shows the "cup drawing" has been incorporated into performance reviews. Regional managers conduct unscheduled checks, and any failure to comply results in a second-level warning. Employees confirmed this, noting that the strictness varies by manager. What stings more is the punitive system attached. Employees verify that the number of warnings directly impacts the eligibility for year-end bonuses (13th and 14th month pay). Two second-level warnings in a year disqualify an employee from these bonuses; two second-level warning conversion to one first-level warning, and two first-level warnings lead to dismissal. Additionally, any warning can hinder promotions and salary adjustments. One employee cited an example: "If you're up for a shift lead or assistant manager promotion and you have a warning, it will definitely affect your chances."

The mandate has also increased the workload. "The company is very strict on staffing; we can't have extra people. Even when we're swamped, we have to push through, especially during rushes, so the drawings are very sloppy," an employee said. When contacted, Starbucks official customer service stated, "Some stores do draw on cups; the specifics depend on the barista." When asked about reports of the drawing being a mandatory KPI, they responded, "We will record this feedback truthfully."

Customers Balk, Employees Encourage Complaints

The service, once intended to provide emotional value to customers, has backfired since becoming compulsory. Some diners are openly annoyed, with one demanding, "Who said you could graffiti my cup with a chemical marker? If you draw on it again, I'll bring the cup in and complain every time." Another added, "Please stop drawing. The ink gets all over your hands on plastic cups and won't come off even with alcohol. Some people don't even look at the cup, and the random scribbles aren't always appreciated. It just adds extra work for the baristas, and it backfires."

In a surprising twist, Starbucks employees are backing these complaints in comment sections, writing things like "Please complain, we are forced to do it, or we get warnings," "Please file complaints, we beg you," and "Support the complaints."

Earlier, Starbucks China CEO Leo Tsoi publicly stated, "Our partners are the heartbeat of Starbucks. Only when our partners are inspired and achieve long-term success can the Starbucks brand succeed long-term." Beyond the cup-drawing policy, the company is also restructuring its supply chain. Reports indicate that Zhang Qing, former Chief Procurement Officer for Sam's Club China, has joined Starbucks China operations. His reforms span the entire supply chain, including sourcing top-tier domestic suppliers to accelerate localization. This could mean a complete overhaul of Starbucks' milk, coffee beans, bakery items, and merchandise. While the ice-blended milk used for cold brew will remain unchanged, suppliers for skim milk, whole milk, and oat milk are likely to be switched.

Financially, Starbucks reported revenue of $9.323 billion for the quarter ending June 28, 2026, a 1.4% decline from $9.456 billion in the prior year, primarily impacted by its China operations. International revenue fell 34% year-over-year to $1.323 billion, with operating profit down 7% to $253 million. The company attributes this decline to the transition of its China retail business to a licensed joint-venture model in the third quarter of fiscal 2026, which reduced income from company-operated stores but increased revenue from product sales and royalty fees from licensees.