A Cup of Style
by Amanda Keegan
The most stylish accessory in the U.S. these days is not something you can pick off a clothing rack at a department store. Instead, this luxury item is affordable and perfectly matches any outfit, any day. It varies in size and type based on a buyer's personal preference, which of course, can change on a daily basis. This item is so popular that you might even have one sitting next to you as you read this. So what is the mystery item that millions of Americans can't wait to get their hands on? A cup of coffee.
Black, "extra-extra" (cream and sugar, that is) light with Splenda, or my personal favorite, skim milk and two Sweet and Lows-any way you order it, a cup of coffee is not only a delicious beverage, but also a stylish accessory. Walk down any city street in the U.S. and you will find millions of people all walking their own 'runways' with a coffee in hand. Over the past decade, the coffee industry has exponentially grown in popularity and demand. But what sparked this insane coffee craze? Starbucks seems to be the answer.
Started in Seattle in 1971, Starbucks has expanded to over 15,000 stores worldwide. It offers a coffeehouse feel with large, plush couches and scattered tables and chairs. The lighting is low and the décor is modern, giving the coffeehouse a relaxed feel. Customers don't just flock to Starbuck's for their delicious coffees, lattes, and teas. Many come for a completely different reason-to enjoy the atmosphere. Unlike anything in America before its time, Starbucks offers a "third place," a place that isn't home or work, but where you can sit and enjoy yourself for however long you would like. Starbucks also caters to all types of customers-those who are interested in spending some leisure time, and those who would rather grab their beverage and go. Their mermaid logoed to-go cup is nationally recognized because of its popularity. But where did this idea for a chained coffeehouse get started? The Italians are to thank for that.
The espresso drink is a product of Italy and is especially loved, cherished, and enjoyed by the Italian people throughout their days. A cup of coffee in Italy is not at all close to American-style coffee. "Un caffè" in Italy is a miniature-sized cup filled with thick, strong espresso. It can be drunk in two or three sips and gives you that pick up that you need in the morning. The Italians also created a social environment around this tiny beverage. Caffès, or "bars," train their baristas at a high standard. They also only serve patrons at the bar, and the beverage is usually enjoyed standing up. If a customer would like to sit down with their coffee (usually tourists), they are charged double the price the cost of taking the beverage at the bar.
Although Italian caffès discourage their customers from sitting down with their coffees, the bar creates a social setting where customers chat about their days and enjoy each other's company. Starbucks borrowed this idea from the Italians and created an American style coffeehouse with an Italian twist. Starbucks even ordered its espresso machines from the Florence-based Italian coffee company, La Marzoco. Once Starbucks became a global enterprise, they stopped using La Marzoco's machines, but still stayed true to its Italian flare.
Prior to the Starbucks revolution, most people made their own coffee at home. But Starbucks espresso based drinks and coffees became an instant hit in the states. People didn’t seem to mind paying three to four dollars for a small coffee. The quality was there, and so was the freedom for customers to customize their beverages. Starbucks' environment and atmosphere was also unique to the company. Dunkin Donuts, another major coffee chain, was more fast-food style, where customers were in and out in a matter of minutes. Starbucks on the other hand, encouraged its patrons to sit down and stay for a while.
Since Starbucks has become a global commodity, it has reshaped the way people drink coffee. Carrying a Starbucks to-go cup symbolizes high quality, preference, and a craving for style. But Starbucks seems to have influenced not only the way their customers drink their coffee, but also the way other companies do their business. Dunkin Donuts for example has expanded their menu to resemble that of Starbucks. They include seasonal drinks, such as gingerbread lattes and flavored iced teas. Dunkin Donuts also uses Starbucks’ pricey beverages as one of their marketing strategies, claiming that their drinks have the same quality but are priced affordably. Dunkin Donuts has thus created its own market, targeting customers who still would like to enjoy customized beverages but can't afford to pay four dollars a day for a drink. Dunkin Donuts is noticeably more popular in suburban towns (especially New England) where you can pass three chains while driving two miles. Starbucks, on the other hand, is more popular in cities like New York, where people appreciate the "third place" that the Starbucks’ environment offers.
The bottom line is that Starbucks has revolutionized the way people drink coffee, choose their beverages, and run their days. They have introduced people to new flavors and coffee drinks while offering them a place to relax. Most importantly, they have increased “coffee awareness” and started a cultural revolution by giving people variety and the power of choice. This has sparked an entire wave of small business sit or to-go coffee shops around the country. Starbucks also offers a sense of familiarity—no matter where you are in the world, you can drink a coffee and get an instant taste of home. Coffee is no longer just a beverage, it has become a daily accessory thanks to the strategic business move of what was once a small, Seattle-based coffee shop.
For a list of sources, email the writer at amandakeegan@crossingsmagazine.org.
