‘I cried while copying’: coffee chain employees in China forced to write lines of customer complaints 50 times or more in bid to boost service quality

A coffeehouse chain in China that forces employees to write lines of customer complaints repeatedly like punishing naughty children to “improve service” has come under fire on mainland social media.

Jiupai News reported that last week multiple mainland staff of the Luckin Coffee chain had vented their anger and frustration about the policy online. In response, the coffee brand said that the punishment was to help staff serve customers better.

In a video posted with the story, a screenshot showed that one unidentified worker from Guangdong province in southern China had been forced to copy complaints for two days, writing 50 lines on one day.

“In the note, I said I wanted a hot coffee, have you seen it? Have you not woken up?” read the complaint the employee was made to write out repeatedly.

The next day, the same employee was told he had to copy another customer complaint.

“After finishing it, I think I will be exhausted,” he said.

Another part-time employee posted a staff group chat screenshot where an unidentified store manager started the conversation by asking who forgot to add an expiration note to a batch of coffee.

“I haven’t put the validity period on, right? he asked the manager.

The manager replied: “Write down ‘I have to put the expiration date on first’, and please copy this out 10 times.”

The punitive policy had created a culture of fear for workers, said another part-time employee who said he was on the verge of resigning.

“I cried while copying,” he said.

After the negative stories from staff began trending on mainland social media, an unnamed spokeswoman from the coffee chain’s customer service division responded swiftly.

She said the company regularly received customer complaints that staff do not check orders properly when making coffee.

“We want to teach our store workers to remember to follow the order notes. It’s also a way to be responsible for customers,” the spokeswoman said.

The story angered many online after being picked up by local media outlets.

“What a childish policy that is being applied to a business operation, and will it work? one person asked.

“I disagree with the policy as it discourages staff members,” another person said.

However, some supported the company’s policy.

One person said: “If the workers make mistakes, shouldn’t they receive a penalty?”

Another person added: “I agree it’s a good way to correct the mistakes they made, and I also believe that it’s better than fining them.”

Stories about harsh and cruel punishments by employers often trend online in China. Last month, a salesman in central China was fired after failing to follow a company rule to clock in every hour he worked.

In 2020, a company in southwestern China caused outrage after it punished seven team members for poor performance by forcing them to eat very hot and spicy food.