Robyn Beckwith



Robyn Beckwith

January 21, 2003

English 001, Section 28

“Consuming Passions”, Topic #2

Word Count: 1,256

Starbucks – What’s In Your Cup?

For most people, a cup of coffee is a cup of coffee. However, the well-known Starbucks Corporation has spawned a coffee fanatic who has set out to visit every store location in existence. He proclaims on his website “When I have tasted the blood of the Siren (coffee) at every nexus between her being and our universe (each Starbucks location), this act will complete the cycle of prophecy and I will transcend the mortal plane and join the Siren in Java (the other-worldly dimension) as her consort.” This coffee-culture extremist is an ideal example of someone who has been drawn in by the imagery that is generated by the atmosphere and products of Starbucks Corporation. He’s not the only one to take part in the Starbucks phenomenon – Americans are enthusiastically consuming the offerings, both intangible and edible, of this Seattle-based company. These consumers comprise a growing following that are caught up in the escape that Starbucks provides from the conflicting duality of American culture.

Starbucks in the United States has evolved to embody two opposing aspects of the American way of life – the high-speed corporate world and the life of leisure and relaxation that many people desire. The typical fast-paced American lifestyle is characterized a multitude of demands, especially the pressure to perform professionally and be financially successful. These specific burdens pressure us to consume, which causes us to feel constrained by our own lives. In an effort to retain some control, we translate these sentiments into demand for specific products that are fixed exactly how we want them. We are consequently giving Starbucks the opportunity to satisfy our demand, which it does by creating an illusion that is contrary to our pressured lifestyle. In this way, Starbucks is able to capitalize on our desire for a setting that counters the rapid pace of modern life. Starbucks has supplied the American public with the illusion of getting a leisurely cup of coffee, even if that cup is to go. Starbucks is thus able to accommodate the duality of lifestyle that has become an integral part of our society.

Although generally opposing, there are some similarities that can be drawn between these two qualities of American life. For both of them Starbucks denotes socializing, albeit in different forms. In the business world, which is generally portrayed by a competent, on-the-go professional, Starbucks is a place to hold an informal business meeting. It is the territory of a disinterested third party where issues can be discussed, debated and resolved in a pleasantly objective setting. Interviews can take place, with prospective employees marketing themselves in an already nicely packaged atmosphere. In these ways, Starbucks can fulfill its function as a medium for corporate interaction. However, the Starbucks atmosphere also allows people to socialize in an immediately different context. The light, warm, comfortable surroundings invite non-business people to meet over a relaxing cup of coffee purely for the pleasure of social interaction. Appealing to both of these types of exchanges is the key to the versatility and appeal of the Starbucks environment.

In addition to the social aspect of Starbucks, there is also the personal component of its allure. For the solitary individual with more time, Starbucks is a place to read, write, doze, or people-watch while getting a leisurely caffeine fix. For the lone business person, Starbucks becomes less about functionality and more about the illusion that the company provides. Even if we don’t have the time to stop and sit, the Starbucks atmosphere gives us the impression of having done so. Someone who is on the run can quickly get a cup of coffee, yet feel as though they have participated in the relaxing act of enjoying every aspect of an Italian coffee house. Thus, by sitting in a single location, it is possible to observe people who are taking part in an illusion that is the interface of two aspects of American culture.

How is Starbucks able to sell this illusion of leisure to a fast-paced public? This capability is partially derived from the company’s actual products. Starbucks tempts consumers with an astonishing array of drinks, ranging from a plain cup of coffee to lattes, mochas and espressos. Throw in a variety of iced drinks, the choice of tea over coffee, or simply no caffeine at all, and Starbucks can make the near-perfect guarantee that they have something for everyone. No matter what your lifestyle is, Starbucks has the signature drink that will satisfy your beverage craving and fulfill your need to participate in the Starbucks “experience”.

In fact, it’s that experience that fully answers the question of how Starbucks sells its illusion. The company attracts consumers through the unique packaging of the entire Starbucks system. Starbucks is most clearly defined by its repackaging of the Italian coffee shop, which encompasses the location and décor of its coffee shops, as well as the image that the company presents to the public. Physically, each Starbucks is sufficiently uniform to be recognizable for what it is, yet each one manages to impress the would-be consumer with a sense of distinction. Externally, these buildings satisfy America’s desire for stability and consistency in packaging. Internally, the physical set-up of ordering at the counter and waiting for the drink to be prepared allows consumers a brief chance to enjoy the illusion of a leisurely coffee house experience. Located on street corners with lots of windows or enhanced with fountains and landscaping, each shop is designed to enhance this “Starbucks experience” to its fullest. The exterior scenery, comfortable seating, ambient lighting, soft Jazz music, Italian names and enticing aromas all combine to emphasize the impression that Starbucks isn’t selling just coffee – it’s selling an experience. It’s an experience that has been polished and promoted by celebrities and mass media shows like Friends and Frasier. Starbucks has quickly gained popularity as enthusiasts such as Gwyneth Paltrow and Hilary Rodham Clinton confer status on the coffee shop chain with each purchase. These factors, in addition to the atmospheric packaging that Starbucks strives to generate, have greatly contributed to Starbucks’ ability to create an illusion that appeals to people who are trapped in the conflict of modern American life.

I myself am one of the few who are able to enjoy the reality of the Starbucks illusion. As a student, I am able to combine the demands of my academic career with the leisurely atmosphere that characterizes each Starbucks café. My ability to study in one of the comfortable Starbucks armchairs allows me to enjoy the authentic relaxation that Starbucks offers to those who have the time. I am thus able to indulge myself in the Starbucks environment, instead of settling for the illusion that Starbucks sells to the majority of its consumers. Starbucks’ creation of a leisured delusion merely attests to the company’s success in meeting the demand of a highly pressured society.

I personally do not agree with the opinions of recent Starbucks protesters, who fear that Starbucks engenders a chain-driven, global monoculture. Those who share this view feel that Starbucks is a corporate behemoth that is ruthlessly crushing private cafés and overrunning foreign markets. I strongly disagree with this portrayal of Starbucks, because I believe that a monoculture can only arise if everyone is identical in taste and thought. Starbucks is not a malicious corporation that has set out to conquer the world of coffee retail. The company doesn’t make people purchase its products – it only makes them more tempting through advertising and packaging. If anything, it is the millions of consumers all over the world who patronize Starbucks that are contributing to the development of a global monoculture. Can you really blame a company for creating a lucrative business out of meeting the demand of people desperate for relief from the conflict of their everyday lives?

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