There is a video going viral on Youtube, which is created by a comedian, Paul Gale. The video has received around eight million views in three weeks. Paul Gale is playing the part of the barista and he explains why baristas in Starbucks always misspell customers’ names, even simple names such as, Jessica. “I didn’t mishear your name,” Gale says in the video, “I’m deliberately misspelling your name to confuse and annoy you.” Then he adds，“It’s the best part of my job, and I will never stop.” Well, the reason behind the annoying misspelling is even more annoying.

Writing every customer’s name and order on the cup is seemingly inefficient and in this way, baristas tend to make mistakes. Then why don’t Starbucks hand out order numbers to customers instead? After reading Roger Dooley’s blog, I had a better insight of the advantages of this scheme. I strongly agree with Roger’s idea that the process of writing names is crucial in forming relationship with customers. Baristas can remember the names of regular customers and greet them by their names. The closer connection the customers form with the store, they will visit it more often. I believe Starbucks’ unique and smart business practice enables it to outstand from other coffee shops and win more loyal fans.