The Starbucks Culture

The Starbucks culture has infiltrated almost every part of American society as the most successful coffee chain in the nation. However, it isn't just the fact that Starbucks is another brand name that has dominated the industry just like other company giants have dominated their respective industries. Rather, it is the manner in which Starbucks has done it. Con Edison and Microsoft are two other giants companies that are products of American society. However, Starbucks is vastly different.

Starbucks is in perhaps the hardest business to become a marketing and product giant which is the food business. Giant chain stores like McDonalds, Burger King, Pizza Hut and Coca Cola are huge brand names and have set up stores around the country. Yet off the top of your head, can you name me one other coffee shop other than Starbucks? Because I can't think of any. A product so cheap and so simple has been revolutionized by the Starbucks coffee chain. Starbucks has created a new lifestyle for people. The Starbucks stores don't just sell coffee; they sell an atmosphere. An atmosphere of people gathered together and talking and making small talk and catching up on old times or the activities during the day. I recently walked into a Starbucks in the Time Square area in New York City and I found several school children doing homework late at night around ten o'clock. The late hours that most Starbucks stores have is great for business because customers know that there will always be a Starbucks open to sit down and have a cup of coffee. Some Starbucks are even open until midnight. The atmosphere is simply contagious.

In fact, couples of all ages stop by in Starbucks just to sit down and talk. During the winter, there is nothing like having a cup of coffee or even hot chocolate to warm up and to sit and chat. Yet Starbucks ran with the idea of the sit down atmosphere and not only applied the concept to the winter time and hot coffee, but they expanded the idea to include every season during the year. Now a large part of the Starbucks menu is "iced" or "cold" lattes and iced coffees. Various syrups like caramel and fudge have been added as customers can now order lattes with their favorite flavors. The creative names for the lattes and drinks of the menu are mouth watering.

Coming back to the idea of the Starbucks atmosphere which plays such a large role in its success, the whole setting of the store is lovely. The lights are slightly dimmed and small round tables are placed throughout the store to facilitate conversation between people. I recently struck up a random conversation with an artist who was drawing sketches of the people sitting in Starbucks.

Now Starbucks has expanded even more as they sell coffee by the pound along with glasses, mugs, and other trinkets of sorts. Food is now accompanied by the drinks as desert is usually on the menu along with sandwiches and other snacks.

Starbucks continues to play a huge role in society. In New York City, especially in Manhattan, you won't walk by more than four blocks without seeing a Starbucks. The stores are everywhere and the mere sight of them makes you walk into them. As Starbucks continues to expand and no competition pursuing it, we are left to wonder, what is next for Starbucks?