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Naomi Carmona

Professor Ledbetter

WRA 110 -006

15 February 2013

Starbucks: A 21st-Century Cultural Icon

The smell of fresh-brewed Starbucks coffee is one of those things that makes my heart beat faster than usual; [use a comma]probably because it promises other good things in the air: lively conversation, pleasant thoughts and inspiring music. When I go to Starbucks I usually stand in a long line waiting for people to finish their complicated orders, and then when it’s my turn I order a short (small) Iced Single Venti Mocha. Just the taste of the Mocha in my mouth shows that I’m a happy costumer. Starbucks coffee has become an important part of our lives. Its logo, known as Siren, is widely recognized and can be found in places from California to China. It is used in movies, and celebrities are often pictured with this coffee in their hands. This product placement has become a form of free advertising for Starbucks and the popularity of this brand has benefited drastically from it. Starbucks has become more than just a symbol of a great cup of coffee; it is a product that symbolizes the global success of the Starbucks brand and the importance of the social nature of coffee drinking all over the world. [Nice thesis statement!]

The first Starbucks store opened in Seattle, Washington in 1971. Ever since, it has been growing and spreading all over the world, and “Starbucks now operates in thirty countries worldwide. In China, upwardly mobile young people are hungry to experience more of the American lifestyle” (Plog 286). As everyone knows, the logo of Starbucks is a green female mermaid with two tails. It comes from a Moorish Idol in the middle ages. It shows an idea that combines the traditional and modern cultures together. The name “Starbucks,” taken from Moby Dick, is a name of a mate from Melville’s journal who likes drinking coffee.

In 1990, coffeehouses were little known in America, apart from those located on or near college campuses. In fact, the term coffeeshop “usually denoted family-style restaurants that served full meals, and coffee represented only a small portion of the revenue. More recently that usage of the word has waned and now ‘coffeeshop’ often refers to a true coffeehouse” (Coffeehouse). The word Starbucks has become synonymous with coffeehouse. When someone says, “Let’s go to Starbucks,” they are thinking of going to a place like a café of a place to sit down and chat.

The Starbucks brand’s success is due to the quality of their product. There is a lot that takes place in getting the best coffee beans. People are hired to handpick coffee berries, where only the ripe fruit is removed. There are two steps that need to be done before the coffee beans are ready. The first method is wet processing, which is usually carried out in Central America and areas of Africa. “The flesh of the berries is separated from the seeds and then the seeds are fermented – soaked in water for about two days. This dissolves any pulp or sticky residue that may still be attached to the seeds. They are then washed and dried in the sun, or, in the case of commercial manufacturers, in drying machines” (Coffeehouse). [This quote needs an introduction] Next is the drying process, which takes place in Brazil and Africa. There the berries are cleaned by separating twigs or anything that gets into the berries when that is all done. “The fruit is then spread out in the sun … for 2–3 weeks, turned regularly for even drying. After processing has taken place, the husks are removed and the seeds are roasted, which gives them their varying brown color, and they can then be sorted for bagging” (Coffeehouse). Then the coffee beans are shipped to America and taken to Starbucks stores for us to enjoy the coffee.

The Starbucks brand has become highly recognizable, both based on its quality and notoriety. Starbucks CEO Howard Schultz, who acquired Starbucks in 1987 from its founders, says Starbucks is so successful because “the company is absolutely dedicated to brewing the best cup of coffee in the world” (Plog 285). In addition to focusing on quality, the Starbucks Company recognizes the ability of coffee to raise people’s spirits when they feel tired, and because of this, provide an equally pleasing atmosphere in their stores. Customers flock to these locations for great coffee, company, and atmosphere.

Starbucks culture is popular among students, who use the complimentary internet access to listen to music, check email, and chat or study with friends. Business professionals also come to rest, grab a quick snack, or chat with friends. They can also use the internet to contact their business counterparts. People think of the coffee house as a social place.

In accordance with the changes that have occurred in the last few years, Starbucks continues to seek out ways to evolve as a brand. They have given consumers opportunities to buy their coffee beans and grounds and brew them in their own homes. You can now go to Starbucks website and personalize your coffee; it takes you step-by-step, giving you choices on what to add, and even allows you to share your creations with friends. Another aspect of the coffee market that Starbucks has capitalized on is the creation of the personal coffee maker, namely the keurig. This trend allows consumers to brew individual “k-cups” of coffee instead of an entire pot. There are countless flavors of Starbucks coffees available in “k-cups” for, giving the consumers more choices for their morning cup without having to wait in line. Due to the international presence of the Starbucks brand, consumers can travel to another country and still be able to order their favorite cup of coffee. There are other brands, like Biggby, that have tried to copy the Starbucks business model by offering similar products (coffee, scones, bagels, etc), but Starbucks is at an advantage due to their early presence in the market. Consumers are more than willing to wait in line, listening to countless complicated orders just to get their coffee. As a culture we value individuality which is reflected in Starbucks coffee.

Starbucks is very easy to find if you are looking for a simple cup of coffee. Thankfully, Starbucks has so many locations available across the country that it is hard to not notice one on the streets of any city. Since there are so many, this can define how Starbucks coffee is consumed. Starbucks reflects our [values of?] individuality and social place. If you were visiting a city and wanted to grab a cup of coffee with a friend, instead of looking for a café you might just walk a few blocks to find the closest Starbucks. Other people may decide to look somewhere else because of the price range. Still, Starbucks has become such a popular and comfortable destination for locals and travelers across the world.

Naomi, great work! We talked about this draft a few times and I think the changes you made are on point. This is a great cultural artifact analysis. I do think you could make your definition of technology a little more apparent--it’s clear that Starbucks coffee is a technology, but I’m not sure what your own definition is. Otherwise, there is very little to change here! 54/60 90% 4

Work Cited

"Coffeehouse." Wikipedia. Wikimedia Foundation, 02 July 2013. Web. 08 Feb. 2013

Stanley, C. Plog. "Starbucks: More than a Cup of Coffee." Cornell Hotel and Restaurant

Administration Quarterly 46.2 (2005): 284-7. ABI/INFORM Complete. Web. 29 Oct.

2012.

 

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