So your point would be not to use crypto at all? This is a solution for not having to convert back to fiat and not having to pay fees.
No my point is quite the contrary. Why don't they implement a solution where you and I can buy directly with crypto, without any sort of intermediary? What's preventing them to do so?
Good questions and I think eventually if and when the market finally wakes up to this they will, I guess what's preventing them is the current volatility and like all the other big companies they are waiting for others to take the first steps. While Zeex isn't a perfect solution it is providing an easy way to encourage us crypto holders to use our holdings within the cryptoverse

to pay for services and products.
Yes, the usual excuse is volatility. It would be a risky move for a company of that size. But without risk there is no reward. Imagine what kind of popularity and media exposure would such a step imply. The first coffeehouse chain to except direct bitcoin payments. Hell, the
fifth most admired company worldwide accepting direct bitcoin payments.
I think this is just a gimmick. No one mall will accept crypto currencies with uncertain prices. This is a very risky behavior. For a company like Starbucks, it needs a stable profit.