What you’re really paying for with $4
The coffee culture once belonged to the older generations who used to have the pleasure of having coffee with colleagues or business partners; them who used to say that coffee is bad for young people. Not now when Starbucks created a new generation of coffee drinkers which includes just about anyone who can afford a $4 coffee drink.
So if it’s a $4 coffee, how was Starbucks able to change the coffee culture into a “coffee addicted culture”?
First of all: The Starbucks VISION
Starbucks’ vision is not to be just another coffee shop but it was made to be “the most recognized and respected brand in the world”. Even its Starbucks logo of the siren was not a simple picture thought out of a whiff. The founders’ creative partner, Terry Heckler, thought that their coffee must be able to lure customers as much as the siren was able to seduce sailors according to mythology.
True enough, in 2003, Starbucks Corp. was recognized as one of 100 “Strongest Global Brands” and in 2006, it was awarded as the fourth among the “World’s Most Influential Brands”. Those are only two of their numerous recognitions among other awards that they have received in individual countries not only for their successful chain but also because of their work ethics and effective management.
CAFFEINE INDULGENCE
This is the age when we must have more hours of work than sleep. People do not drink coffee much for flavor but for the caffeine boost to start the day. Study shows that Starbucks coffee has much more caffeine content than any other available express coffee. The results from Central Analytical Laboratories reported that a 16-ounce (grande) Starbucks house blended coffee has 223 milligrams of caffeine. It’s just perfect for the working class who needs to kick start their gears for the workload ahead.
TASTY BLENDS
Top quality coffee plus flavor. Caramel Macchiato. Java Chip Frappuccino. Peppermint Hot Chocolate. Strawberries and Crème Frappuccino. Caffè Mocha.
It’s not only the high-content of caffeine that is getting us addicted here but the way Starbucks blend it in the perfect way that we enjoy. One of Starbucks’ house motto is “we’ll make your coffee perfect for you” and that’s just what they do. Starbucks introduce different flavors every year to get the consumer attention. Particularly in holiday seasons, they bring out new Christmas blends that everyone has just got to try. Moreover, Starbucks lets you choose you customize your drink. You choose your espresso, your syrup, your kind of milk, and modify other things like making your coffee extra hot or choose not to have the whipped cream—your choice. Just say it, they make it.
STARBUCKS: OUR HOME
It’s the ambience too that keeps us getting back for more. Each café branch around the world exudes a cozy yet sophisticated feeling. Its comfortable seats and sofas, a rack of updated newspapers and magazines, the wooden cottage atmosphere with its autumn colors, a wide selection of pastry and cake, the aroma of brewing coffee and selected music—don’t they just sound like home? People come to talk and discuss matters from business to love life in the comforts of the café just like we do in our own sitting rooms. If coffee is the Starbucks’ siren, surely their café is the island where people would want to stay.
In 2006, Starbucks and Apple joined hands as Starbucks Hear Music titles could also be bought from the iTunes Store. Not only could Starbucks music be heard in their shops but the idea of Starbucks would surely follow peeps anywhere on their iPods. You wouldn’t just be contented by hearing the music; you would want to actually be there for the overall experience.
WI-FI ACCESS
Starbucks know their target market would absolutely love coffee while working. While it attracts customers to bring in their laptops to work or even just to enjoy surfing, the wi-fi access also makes people stay longer and order more cups. With this great addition to the services of Starbucks, it just feels like everything about comfort and convenience is what Starbucks is all about. You just never thought that working could be as quite comfortable as it is in Starbucks.
STARBUCKS EVERYWHERE
Another plus to the convenience factor is that Starbucks is everywhere, anywhere and, with 24 hour branches, we can add any time. Starbucks branches appear anywhere in densely populated areas, in business districts and in about every corner. The company has been criticized by this marketing technique that holds off competitors. However, Starbucks is unstoppable and its consumers do not complain, rather happy that they do not have to go far for their latte.
IT’S A TREND
Despite its popularity, Starbucks has kept its pride as being a high-end brand. It’s mentioned quite a lot in TV shows and even movies. In The Devil Wears Prada, one scene required the assistant, Andrea, to fetch Starbucks for her famous editor-in-chief, Miranda. Hollywood celebrities are also fans like Lindsay Lohan, Mary Kate and Ashley and Britney Spears are just to name a few.
Just carrying a Starbucks coffee cup has become quite a trend, moreover as Starbucks also sells mugs and tumblers with the Starbucks logo. Tumblers go in colorful designs; steel tumblers go for the more serious ones and a design-it-your-own tumbler for others.
Caffene, flavor, ambience, music, technology, convenience, service and trend—that’s what you’re getting at with your $4 Starbucks coffee. Many say that “it’s just coffee” and not worth spending your $4 for. Now you know why, it won’t be too surprising now when we change the coffee culture to “Starbucks culture”.
