Participant Observation in Starbucks

On March 22, 2010, I observed social interactions in a Starbucks located on Wabash Landing. I analyzed the interactions of the customers for an hour. Over this time period, I analyzed the décor, customers, baristas, and menu. I also observed the various interactions between customers and Starbucks employees. It was a pretty slow, relaxed time period. Customers appeared relaxed. Starbucks uses color, text and language to create a distinctive environment for their customers.

Starbucks brilliantly uses color to create a warm distinctive environment for customers. The walls were covered in shades of green, brown, red and yellow. Purple lamps with green specs hung from the ceiling. The furnishings were different shades of brown. All of these colors can easily be associated with nature. The color choices found on the walls and furniture can also be found in the various products they served to customers. During my observation, almost every customer sat down.

Texture also plays a role in creating a distinctive environment for customers as well. There were several wooden table s and chairs. There was also coveted seating section near the windows. This section was defined by rustic brown leather chairs and a coffee table. As a customer would leave this section of Starbucks, someone else would immediately sit there. This occurred even if they were already seated somewhere else.

Language and communication also create a distinct atmosphere in Starbucks. Like art religion, and values, language is a significant part of forming a culture. There was a middle-aged couple sitting in the leather chairs having a conversation. They laughed and smiled. The baristas carried on friendly conversation with each customer. It was always more than just ordering an item. One of the Baristas asked a female customer how the weather was outside. The three baristas behind the counter also talked to each other frequently. They discussed winning a prize. Interaction between the workers appeared to be friendly. All three baristas frequently smiled and laughed. There is also a specific coffee language in Starbucks. The names and sizes of the beverages aren't typical. Customers appear to be completely adapted to Starbucks language and culture. People ordered items from the menu instantly. There was no reading or glancing.

My observation of Starbucks has left me with several conclusions. Color, texture, language, and communication are an important aspect of coffee house culture. Aesthetics play a part in creating an atmosphere for local residents. An individual's surroundings also have a significant impact on the way they behave. The Starbucks atmosphere has nurtured several social norms in regular customers.