{ "name": "Starbucks Yelp Review Starter Codebook", "version": "0.1", "intent": "A starter taxonomy for thematic analysis of Starbucks customer reviews. Students extend it as part of the exercise; this is deliberately not the 'final' codebook.", "instructions_for_coder": "Apply a theme only when the review contains a specific sentence or phrase that supports it. Be conservative: a review can map to zero, one, or several themes. For each applied theme, capture the verbatim quote span (max ~25 words). Do not invent themes outside this list.", "themes": [ { "id": "mobile_app_order", "name": "Mobile App & Mobile Order", "definition": "Experience using the Starbucks app to order ahead, pay, or earn rewards. Includes bugs, ordering flow, in-store pickup handoff, and app-driven loyalty interactions.", "examples": [ "ordered on the app and it wasn't ready when I got there", "the app crashed at checkout", "love that I can order ahead and just walk in" ], "business_question": "Where does our digital ordering experience break down, and how does it affect store-level satisfaction?" }, { "id": "speed_wait_time", "name": "Speed & Wait Time", "definition": "Customer perception of how fast they were served, including line length, time-to-drink, and any delays. Does NOT include drive-thru-specific speed (see drive_thru).", "examples": [ "took 20 minutes for a drip coffee", "line was out the door but moved fast", "way too slow during the morning rush" ], "business_question": "Where are throughput bottlenecks hurting the customer experience, and at what time of day?" }, { "id": "drink_quality", "name": "Drink Quality & Customization", "definition": "How the beverage was made: taste, temperature, consistency with what was ordered, handling of customizations, and recipe execution. Includes complaints like 'made wrong' and praise for getting it right.", "examples": [ "my latte tasted burnt", "they nailed my half-caf oat milk request", "the cold brew was watered down" ], "business_question": "Are baristas executing the menu consistently, and which drinks have the most quality variance?" }, { "id": "food_quality", "name": "Food Quality", "definition": "Quality of pastries, sandwiches, and other food items. Includes freshness, temperature, portion size, and whether food matches what's pictured or described.", "examples": [ "the breakfast sandwich was ice cold in the middle", "the banana bread is always fresh", "no croissants left at 9am" ], "business_question": "Is our food program holding up its end of the ticket, and which items underdeliver?" }, { "id": "barista_service", "name": "Barista Service & Friendliness", "definition": "Interpersonal experience with staff: warmth, attentiveness, rudeness, personal recognition (name on cup, regulars), recommendations, and recovery when something goes wrong.", "examples": [ "the barista remembered my name and my usual", "completely ignored when I walked in", "they were so patient with my picky order" ], "business_question": "Where is the partner experience translating (or failing to translate) into the customer experience?" }, { "id": "cleanliness", "name": "Cleanliness & Maintenance", "definition": "State of the store: tables, floors, bathrooms, condiment bar, exterior, and visible upkeep. Includes maintenance issues like broken equipment or dirty signage.", "examples": [ "tables were covered in old cups", "bathroom was disgusting", "always spotless when I come in" ], "business_question": "Which locations are slipping on operational hygiene standards, and is it correlated with rating drops?" }, { "id": "atmosphere_workspace", "name": "Atmosphere & Workspace", "definition": "The 'third place' experience: ambiance, music, seating, lighting, comfort for hanging out or working (wifi, outlets, noise level, table availability). Excludes cleanliness (see cleanliness).", "examples": [ "great place to get work done, lots of outlets", "music was way too loud", "no seats anywhere at 2pm on a Saturday" ], "business_question": "Is the 'third place' promise still landing, and where are we losing café-as-workspace customers?" }, { "id": "pricing_value", "name": "Pricing & Value", "definition": "Customer perception of cost relative to what they got. Includes outright price complaints, comparisons to competitors, and 'worth it' / 'not worth it' framings.", "examples": [ "$7 for a small latte is highway robbery", "worth every penny", "Dunkin gives you twice as much for half the price" ], "business_question": "Where are we crossing customer price-sensitivity thresholds, and is the value perception eroding?" }, { "id": "rewards_loyalty", "name": "Rewards & Loyalty Program", "definition": "Anything related to Starbucks Rewards, Stars, free drinks, BOGO promotions, or membership perks. Includes confusion or frustration with the program mechanics.", "examples": [ "used my birthday reward and the barista didn't know how to ring it up", "love saving up Stars for free drinks", "they changed the rewards program and now it's worthless" ], "business_question": "Is the rewards program driving loyalty and what's friction in redemption?" }, { "id": "drive_thru", "name": "Drive-Thru Experience", "definition": "Drive-thru-specific experience: speaker clarity, line length, window handoff, order accuracy through the drive-thru channel. Mark only when the customer is clearly using the drive-thru.", "examples": [ "drive thru line wrapped around the building", "they handed me the wrong drink at the window", "fastest drive thru in town" ], "business_question": "Is the drive-thru channel meeting its speed-of-service targets, and where is order accuracy slipping?" } ], "extension_prompt": "Students: this codebook is intentionally incomplete. Read 20-30 reviews from your assigned city, find at least one theme that's present in the data but missing from this list, and propose it. Good candidates often emerge around: parking & accessibility, hours of operation, specific menu launches, holiday cups & seasonal items, kid-friendliness, or competitor comparisons." }