Starbucks:
Corporate Bullshit or Just Good Coffee?
by Danny Dunphy
Issue 3, Winter/Spring 2004
From frappuccinos to lattes, from one coffee shop to 7,225 worldwide locations, Starbucks has come a long way since its opening in 1971 in Seattle's Pike Place Market. Over the years, Starbucks has developed the stereotype of being a money-hungry multi-billion dollar corporation with one goal in mind; to keep making more money. I won't say that description is false, but Starbucks both serves its community, and aims to please its customers. Putting the economic and political aspects of Starbucks aside, I believe that Starbucks essentially serves some damn good coffee, and offers something for everybody, whether it be a coffee blend, a root beer, cookies and cakes, or just simply water.
In 1982, with the help of Starbucks' new director of retail operations and marketing, Howard Schultz, Starbucks obtained popularity and public recognition by providing coffee to restaurants and espresso bars. This could be considered the dawn of the Starbucks Era. Only in 1987, after the spread of Starbucks throughout the Northwest, did it become a corporation, due mainly to the coffee's popularity and ability to sell
Many people feel that the Starbucks Corporation is partially responsible for the destruction and deprivation of the rain forests and underdeveloped farms in Africa and South America; however Starbucks uses the "Fair Trade" policy which regards this issue. More then half of the world's coffee is produced on small family farms in Africa and South America. The Fair Trade policy works by offering the coffee bean farmers a good price for their coffee, a price better then buyers not using the Fair Trade policy. This helps the farmers pay for healthcare and education, as well as housing improvements for their families and farms, the Starbucks Corporation has enough money to afford this policy, and this is how Starbucks pays back what it takes from the environment. Starbucks also helps out here at home in the USA as well. Starbucks partners participate in volunteer activities such as Earth Day clean ups and regional AIDS walks, in addition to smaller projects with their local organizations. Starbucks also participates in "Community Building" activities which include giving grants to local parks, violence prevention programs, and donating money and products to organizations such as M.O.P.S. (Mothers Of Pre-Schoolers). And yes, these may seem like marketing ploys to encourage business, but there is no doubt in the fact that these donations are beneficial to a community.
Back in the day, people may have asked each other "What's your sign?" and nowadays people seem to be asking the question: "What's your drink?" when talking about Starbucks. I'll admit that I'm a hardcore consumer kid and have no will-power to resist corporate schemes, but I don't always think that it's such a bad thing, especially when it comes to Starbucks and me.
Since I've started drinking Starbucks, I have become almost addicted to it, but I'm not the only one. Nine out of ten times that I walk into a Starbucks, I am accompanied by one of my friends. Starbucks, in my opinion, gives people of all ages a place to go. There isn't a time that I go into Starbucks and don't see a group of people congregating. usually teenagers. Starbucks gives teenagers a safe place to hang out, while providing a wide range of people with a product that they can enjoy.
One of the reasons I think that Starbucks has become so popular is because it currently serves over sixty beverages that can be made in more then six different ways each, plus an additional thirty-something pastries. This enables Starbucks to cater to a wide spectrum of customers. When I asked a Meghan McGowan, Middletown Starbucks employee the question: "Would you say that Starbucks is a bunch of corporate schemes, or just good coffee?", she responded with: "I would definitely say good coffee. We have tons of regular customers who come in everyday for their drinks. Starbucks has very high quality assurance standards and the workers are trained to follow the guidelines. When someone gets hired at Starbucks, they have to attend classes to learn about everything to assure consistency. That's why all Starbucks stores drinks taste pretty much the same. I am confident that we make some of the best coffee there is."
In the year 2003, Starbucks currently has locations across the globe in countries such as Japan, Greece, Puerto Rico, Germany, and Indonesia. This is one of the ways that Starbucks has reached out to serve people around the world. Starbucks is continuously introducing new flavors to appeal to a wider range of customers. Some people feel that marketing like that is corporate bullshit, but I still say it's just some damn good coffee.
Who Is Your Middletown Starbucks Persona?
1. Let's say you're a Starbucks employee. You have just made someone's
hot, steaming cafe mocha, and as you're handing it to them, you spill it
all over them. Oh no! You say:
(1 pt) A. I'm so sorry, please, let me help you.
(2 pts) B. Oh crap! That's not good...uh...may I help who's next?
(3 pts) C. Look at what you did! And I just cleaned the floors too!
2. Which sounds better to you?
(1 pt) A. Steamed cider
(3 pts) B. Gingerbread
(2 pts) C. Water
3. You have just found out that your job has given you the night off.
What are you going to do with your free night?
(2 pts) A. Party like there's no tomorrow
(1 pt) B. Maybe a little extra studying, maybe get to bed early.
(3 pts) C. Go stalk your love interest
4. Would you ever date someone who's married?
(1 pt) A. Maybe, everyone has an experience like that at some point.
(3 pts) B. Married shmarried, I get what I want!
(2 pts) C. Never! Marriage vows are sacred!
5. You are attracted to someone who:
(3 pts) A. Can completely dominate you
(2 pts) B. Speaks any language other than English
(1 pt) C. Reminds you of your really hot cousin.
6. If you could meet any one of the following people, who would it
be?
(1 pt) A. Jesus
(2 pts) B. Mr. Rogers
(3 pts) C. Frodo Baggins
7. What would you most likely be for Halloween?
(3 pts) A. Jesus
(1 pt) B. Cher
(2 pts) C. A cowboy
8. What scares you the most?
(2 pts) A. The dark
(3 pts) B. Spiders
(1 pt) C. Cats
9. You would say that your most negative characteristic is that you're:
(2 pts) A. Egotistical
(1 pt) B. Gossipy
(3 pts) C. Bossy
10. Who are your heroes?
(1 pt) A. Sonny and Cher
(3 pts) B. Bonnie and Clyde
(2 pts) C. Batman and Robin
Who Is Your Middletown Starbucks Persona?
10-12 points: Braulio - A man of mystery. Few know anything
about you, and are left to guess. Due to your elusiveness, people like to
discuss your secrets behind your back, which you may enjoy. Regardless,
you're a very hard worker.
13-15 points: Lori - The caretaker, dependable and reliable. You are always there to help out anyone when they need it. Your nurturing ways help to pacify others by sometimes acting as the "mom" of the group. But looks can be deceiving, despite your maternal ways, you are one hot hip-swinging mama!
16-18 points: Renee - Sweeter then a caramel apple. Everyone enjoys the peace and simplicity you bring to their lives. No one could ever have anything bad to say about you. Don't let yourself get taken advantage of though, because you may have a deep, dark secret that you're keeping to yourself.
19-21 points: Kristen - Boo-yah! Don't mess with you. You're one tough cookie who knows what you want. You may get overwhelmed by your work and responsibilities, but you don't let that interfere with party time. You're fun to be around, but have the tendency to make grown men cry.
22-24 points: Johnny - A chipper fellow with not much to hide. You are enjoyable to be around, even though you are never quite sure if anyone is laughing with you, or at you. You usually wear your heart on your sleeve, but it's still made of gold. You may have trouble distinguishing between work and play, and you are a fun topic of conversation among your friends.
25- 27 points: Rachel - What could be more perfect? You are very determined to get what you want. You sometimes intimidate people with your beauty. It may take awhile to get to know you, but once you befriend someone, they'll never regret it. You may also feel tense at times, so loosen up!
30-38 points: Meghan - A leader, someone who people trust to get the job done. You can be a hard worker when you need to be, but you'll never forget how to party like it's 1999! You are easily aggravated and are feared by some, yet everyone still loves you with all their hearts.