A memo written by Starbucks chairman Howard Schultz wondered about the possible loss of the Starbucks essence. Yes, machines make the coffee brewing process more efficient. Schultz concedes that Starbucks may have given up effectiveness, or value, to gain efficiency, or reduction in cost. In turn, customers no longer get the true Starbucks experience.
Perhaps. The machine allows Starbucks to put a franchise in a spot that normally cannot support a Starbucks. To whit: the dormitory cafeteria north of the Rawls building dispenses a limited Starbucks coffee menu. Without the machine that Schultz questions, the cafeteria cannot sell Starbucks coffee.
Schultz’s issue really deals with Starbucks’ atmospherics. Atmospherics deals with the sights, sounds, and smell of the retailing experience. J&B serves a mediocre cup of Joe, but it maintains a terrific atmospheric. Aromas lacks a strong atmospheric, and the coffee is not much better.
It is argued that the customer buys the atmospheric and not the core good or service. In other words, what makes an espresso bought at Starbucks different than a espresso bought at the dormitory cafeteria or J&B?
Not free internet service. J&B and most of the local coffee places offer free internet service. Starbucks charges for the service. Neil Yanofsky, president of Panera bread company, argues well that Starbucks does not need to offer it. I’ll drink to that.
Beware
the person who think they can provide better coffee than Starbucks or Peets, or develop better atmospherics than J&B or Sugar Brown’s.
28 responses so far ↓
courtneys1 // March 4, 2007 at 6:27 pm |
I think customers definitely buy the atmospheric rather than the product itself. I know while I’m in Lubbock the only real reason I go to Starbucks is because that is where I’m always given giftcards to, and I’m cheap so I’ll go where it’s free for me. But most of the time if I’m going to study, I choose places like Daybreak. It gives the quite coffee place atmosphere but it also gives me a break from studying from time to time because that’s where a lot of my friends study as well. But if I’m wanting just to hang out, I will go more to a place like Sugar Brown’s where there is live music on weekends and such. I think the independent coffee chains are better a better atmospheric place then Starbucks. Why go to Starbucks for higher prices coffee AND have to pay for internet service. You can go to Daybreak for free internet service, you get the same type of atmosphere, and the prices are not as high. Don’t get my wrong, I still like Starbucks, and its the place of choice when I’m back home, but I dont think they need to seem superior to independent coffee chains.
jalderson2 // March 4, 2007 at 8:05 pm |
Starbucks is one of the greatest business stories and companies that people love to hate. It provides great coffee and atmosphere in thousands of locations. In wake of Wal-Mart, many people hate “big” companies because they tend to deminish profits from local businesses. Starbucks however uses its size and power to get things other local coffee shops could only dream of. The best Coffee from around the world at a price that they can afford to bring it to every neighborhood around America. So before anyone pick up a picket sign and sits outside a Starbucks or complains about a $5 cup of coffee, think about quality and consistency. You can go form town to town and still have your favorite cup of joe with great consistency and quality. Local coffee houses promote “free internet” and so-so coffee but that is their niche. People might perfer one over the other, that’s the great thing about America and a country with Free enterprise business. People have a choice and can use it freely, just choose your coffee place and let others choose theirs. Great Products cost money and Starbucks has worked very hard to put itself in a position to provide it. I only have the greatest respect for the company and love that I can CHOOSE where to have my coffee when I want.
nicolec1 // March 4, 2007 at 8:10 pm |
Honestly, I have tried MANY different places to find a cheaper, yet just as delicious, version of Starbucks’ mochas and specialty drinks….but I have never found one. For some reason, Starbucks just tastes so much better! Although the atmosphere definently has something to do with it…I always enjoy sitting outside on the patio at Starbucks, but Im not sure thats the only reason I go there. Trust me, i wish i could find a white chocolate mocha at a cheaper place, but I have never had any luck trying other coffee places. Sure, Ill admit that given a choice I would pick Starbucks just because its a well known, “name brand” coffee…but like I said, their coffee is just sooo good that the atmosphere is not all Im buying.
bethanyh2 // March 4, 2007 at 9:52 pm |
I go to Starbucks three days a week which means that I wake up a half an hour earlier than necessary for my eight o’clock class. I go to all of this trouble not because the coffee is better than a mom and pop coffee house like J and B, which by the way is only two blocks from my house and would clearly be a more convenient choice, but because spending more money makes me appreciate Starbucks more. Yes, I associate the higher price with better quality, but even further, I LIKE spending more money splurging on myself. It is like getting a pedicure or buying a new book for me. It becomes a luxurious pampering ritual to start out my day right. I don’t care if they do away with every machine to bring back the local feel or ambience, or if they install ten more machines that drown out the Norah Jones softly playing in the background. As long as the coffee is still overpriced in thick cups with ornate coffee sleeves and tastes better than muddy water, I am going to keep going there. As for other people, I think most customers rely on Starbuck’s for the atmosphere, but they are also under a large time constraint, so if going there would mean longer lines, than I think the majority of them would find another pleasing atmosphere. There needs to be a balance between the ambience and the productivity of the machines because people rely on both to continue compromising their schedule and justify going there.
maryc1 // March 6, 2007 at 9:33 am |
I think that people are most defiantly buying the name and atmosphere of Starbucks rather than just coffee. If price was really a concern when people were buying a cup of coffee they would not choose Starbucks. While yes they do have do have certain specialty drinks and flavors these are considered extras. If people were just buying a cup of coffee, the price surpasses the product in my opinion. What people go to Starbucks for is the atmosphere; they want to feel like they are in a higher end, quaint coffee shop rather than 7-11. They also want to walk around with a little brown cup with the Starbucks sleeve to let people know that they did receive better quality and a heightened atmosphere when they go their morning cup of Joe. I do agree that it is hard to find a good place that offers some of the specialty drinks that they do offer but to my a regular cup of coffee is the same just about everywhere so the people that do choose Starbucks are at least somewhat just choosing so for the name and atmosphere.
clintt1 // March 6, 2007 at 12:21 pm |
Starbucks has been so successful because they sell their atmosphere so well to the customer. I agree they do have very good coffee, whis is a result of the superior ingredients they use. Starbucks started the whole quaint little coffee shop theme that so many others have tried to copy. They made their locations strategic and convenient, the layout of their stores hip and trendy, and even basically created their own language. I go to Starbucks maybe once a month, and everytime I am there I hear somebody order and cannot understand a word they said, but the person behind the counter knows exactly. The customer gets pleasure out of simple things like that, it makes them feel special and connected to Starbucks. Other coffee shops can continue to try to compete by offering free internet and lower prices, but the reality is Starbucks created a new product and set the bar high. Starbucks is our society. Take a look in People magazine, I am sure that somewhere a celebrity will be seen carrying a Starbucks cup. It is almost a status symbol. As long as Starbucks continues to do what they do, J and B and other shops will always be inferior to them, unless J and B can convince Paris Hilton to start carrying around their cups that is.
christopherf2 // March 6, 2007 at 12:22 pm |
It’s all about the marketing! With its introduction of the “barista” or coffee shop to the American landscape, people automatically attached a positive relationship to Starbucks. This is called a good marketing strategy. Is Starbucks quality really that high in the first place? According to this February’s edition of Consumer Reports, McDonald’s coffee surpassed Starbucks in an overall performance evaluation. Thus concluding the reason corporations, like Starbucks, collectively spend billions of dollars every year on their marketing initiatives. For example, on the Starbucks website they are currently featuring a Guatemalan coffee, “Casi Cielo”, that apparently has an “amazing character and a great depth of flavor.” I am sure that most of the coffee drinkers out there are looking for coffee with a great character! Most coffee drinkers are like wine drinkers, if it’s expensive and it offers something “special”, they will usually buy it. A solid business and marketing strategy has made it possible for Starbucks to remain successful in this market. If Starbucks can make people buy the “experience” that they are selling, their overall brand image increases. Starbucks main problem is the amount of stores that they are building around the nation. If this continues to increase, Starbucks could end up erasing the exclusivity factor that their brand has always had. Also, consumers may feel that their perceived quality of the Starbucks product is declining because the company is becoming too “commercialized.” Consumers like to feel that they are getting something other than just a cup of coffee, this is why Starbucks has been successful.
whitneyw1 // March 6, 2007 at 5:21 pm |
I think that Starbucks will always have a following due to their high quality standards and products. I also think that people look for that Starbucks atmosphere when they are looking for alternatives. The truth is I have found no other coffee shop that provides the same relaxed, calm atmosphere that Starbucks provides. In addition, I feel that Starbucks will always have a presence due to the fact that it is hard to replicate their quality standards. I know that I go to Starbucks when I want coffee or a drink because everytime I have been to Starbucks I have had a positive experience. If Starbucks can continue to provide positive experiences for customers, they may not have as high of a presence as they once did, but they will surely never fade away either.
laurenh2 // March 6, 2007 at 9:27 pm |
I believe that it all depends on the surrounding age. If you are in a college town the atmosphere is probably more important. College students go to places like starbucks to study, watch live bands, and sometimes to just hangout. On the other hand, if you are in a town with more working, older people, the taste and quality of the coffee is more important. Men and women start their jobs early and probably want a nice, yummy cup of coffee to start their long day. People more than likely have families and jobs that they have to get home to. I don’t see them trying to just hangout at a coffee shop to just have a good time. They just want to get in and get out. Starbucks has the power to make all of these different types of people happy, which is why I believe Starbucks will always do well.
kendallk1 // March 7, 2007 at 11:28 am |
I have always liked Starbucks coffee. The atmosphere is what is lacking to me. To me, Starbucks has a very modern, cold atmosphere with lots of hard, uninviting chairs. It’s not a place where I like to sit and hang out. I think Starbucks would be even more successful if they made their environment more inviting and comfortable. Places around town like Sugar Brown’s offer a much more comfortable environment. The quality of the product isn’t as good, but I don’t really think about the quality when I’m there because the atmosphere is nice. I think that offering a more inviting environment is a better choice for coffee shops because of the people that like to frequent them to study. I have stayed in Sugar Brown’s for four or five hours at a time studying for a test while sitting in a big comfy chair. This is a huge incentive for customers to buy more! I go though a lot of coffee when I’m sitting there for hours at a time trying to stay awake; however, I think that it’s interesting that I prefer Starbucks coffee over Sugar Brown’s. When all is said and done, I am buying the atmosphere. If they would let me, I would go through the Starbucks drive through and then go sit at Sugar Brown’s or Daybreak, but for now, I am happier sitting in a better chair with a worse cup of coffee.
kellis1 // March 7, 2007 at 1:28 pm |
In my opinion people choose the atmosphere over the product. I feel that going to starbucks is somewhat of a “social” decision. I’ll admit they do have great coffee, but usually only the experienced coffee drinker would notice. I drink coffee about 4 -5 times a week, and in my opinion sugar browns or J&B serve good coffee. These establishments also offer a great atmosphere, and thats one reason i enjoy going there so much. When it comes down to my decision as to where i want to go and get a cup of coffee, i definately consider the atmosphere, free internet , and also the price. So when it comes down to it, in my opinion J&B and Sugar Browns have as much to offer to me as Starbucks.
ricardoc2 // March 7, 2007 at 3:28 pm |
I must say, Starbucks is just a name on an average cup of coffee. The pricing, the environment, and the half completed retailing Starbucks stores are unsatisfatory. When I walk into a Starbucks, I am confronted with a line of people waiting to order thier customized coffee. The prices seem extreme especially for the taste and environment which seems non inviting. I would take a cup of coffee and the environment qualities from a 7-11 rather than the environment presented by Starbucks. Starbucks has lost its appeal and is now just a name on a average cup of coffee.
chriss1 // March 7, 2007 at 4:59 pm |
Although, the local Starbucks might serve a fantastic cup of joe, and it began as a place of great atmospherics that resembled those of the coffee shops or expresso bars in Europe. I would agree with kendallk1 in that the atmospherics of the local Lubbock coffee shops have outdone Starbucks and the enviornment that Starbucks provides. For example, local coffee shops like Sugar Brown’s, Day Break, J&B coffee, and Coffee Haus provide an atmosphere of relaxation and stress free. Where Starbucks tries to provide a relaxed enviornment where people can come and talk or read. Even so, Starbucks has turned more to a place where people come and get their cofee and go. Starbucks drive thru also demonstrates this as well. Now, when you look at the enviornment or atmospherics provided by the local coffee shops you won’t find a drive thru or a grab and go purchase situation. The local coffee shops provide comfortability by huge plush leather couches, and free internet, and they bring your coffee out to you instead of just calling out your order or your name. The local coffee shops have found the secret to atmospherics that the customers desires. This gives them a competitive advantage, especially in a college town where the students are looking for a place to go and study in a comfortable and relaxed enviornment. This is why they can sell a sub par cup of coffee and still have people pouring into their businesses, because people are coming for the atmospherics or the enviornment that they provide.
allisonw2 // March 7, 2007 at 7:08 pm |
At one point I could not drive past a Starbucks without either wanting to go in and get some coffee or actually stopping for a drink. However, I do think the Starbucks craze has decreased. At least for me it has. The only Starbucks that produces a half way decent latte in Lubbock is the new one across from campus, which is too far from my house. When I am back at my parents house, I am a regular at the Starbucks that literally is a block away. They consistently make a great coffee. But the one thing that keeps me from enjoying the comfy chairs and my warm coffee (or frap depending on the weather) is the constant traffic in and out of the shop. I know that traffic is good for business, but it never stops. Not to mention, the lines that you wait in to get a cup of coffee (at almost all Starbucks). And sometimes it isn’t even all that great (like here in Lubbock)! My new favorite place because of both the atmosphere and the good coffee is Mangia Bevanda. They also offer free internet. They’ve managed to turn me back into the coffee drinker I was before and this time, I’m not craving Starbucks coffee.
rachelh1 // March 18, 2007 at 6:23 pm |
I would definitely argue that the atmospherics of Starbucks are what has made it what it is. People say their going to meet at Starbucks, when I go home, my dad and I like to “chill” at Starbucks; the atmosphere is what made Starbucks a common meetingplace where society members can gather to discuss personal or social issues as well as individually relax or study. Sometimes I hear people say, “No way would I pay $5 for a cup of coffee, just go to 7-11 or make it yourself for much cheaper!”, then why did Starbucks boom so quickly when they first began expanding their business. A couple of years ago, Starbucks was such a phenomenon that they were “all the rage”. Whether its the earthy-toned paint or the comfy chairs that make the experience so soothing, that’s what it is, the atmosphere! I would even dare to say that a large portion of people who go to Starbucks do not go for the regular ol’ “cup of joe”, its the variety of mochas, frappacinos, and macchiatos(all which require a green-aproned barista to quickly mix in syrups with espresso and top it off with whip cream, what’s the difference elsewhere…a machine makes the espresso just the same!). In my opinion, the coffee is great, and when I go to study, catch up with a friend or discuss my future life plans with my father, I am paying the $5 for the experience. In regards to internet service, I am very glad they have it, otherwise, there is a lot of homework I would not be able to do without it. Despite this, I definitely mind paying the T-Moblie price and when I can connect to a free connection nearby(Moe’s on University), I will do so and continue to drink my Peppermint Mocha! I do not think that they should make people pay for internet for the simple fact that, most customers already primarily get internet for payment somewhere else(home, apt., etc.). In addition, when customers do use the internet service, it is most likely not all day, everyday, which is what the price for T-Mobile seems to assume(1-day passes for around $10, yikes!). Either way, I will most likely continue to go to Starbucks as I always have, before they had internet service, for the experience, which I maintain will not really be lost with barista-less coffee brewing.
williamj2 // March 30, 2007 at 1:17 pm |
Starbucks is typically out of my price range but I try and grab a cup of coffee from there whenever I can. I completely agree that the atmospherics is what sells the brand. From the brand’s logo, the service, as well as the inside of the coffee shop you recognize that it is Starbucks. Even if it isn’t an actual store, a kiosk in an airport, tourist location’s gift shop you still recognize the Starbucks name and pay the high price for the product because nothing else is like Starbucks. No other local shops can try and duplicate that experience you get at one of their many locations. As long as they continue to lead the market with their atmostphere they will dominate the coffee market.
amandaj1 // April 17, 2007 at 9:17 pm |
It is my belief that the entire Starbucks brand is based upon image and atmospherics. If the same cup of coffee were brewed elsewhere (say…J&B) then it would not produce the same result. Starbucks was the first company to introduce European-style coffee drinking to America, therefore Starbucks is positioned in consumer’s minds just as that…the industry leader, the best. This won’t change. Others can try to immitate their business practices, but few (if any) will be able to reep the same benefits. Starbucks is not just a brand, it’s a lifestyle. I don’t think that utilizing efficient machines, rather than manual work, will not budge the position that Starbucks has in consumer’s minds.
brookea2 // April 18, 2007 at 1:18 am |
This is actually a very interesting blog, because I just completed a project on this very subject. Starbucks is very concerned about this subject, that’s why it took them so long to develop their drive-thru. They were afraid that it was going to take away from the Starbucks experience. However I used this quote that Jim Donald, the Starbucks President and CEO stated, in my project that explained their reasoning perfectly. “We have a habit of giving customers what they want, and when a customer has six kids in their car or their favorite pets and it’s raining or snowing, that’s creating an experience for them that will want to make them use a drive-thru.” Just last month they signed Paul McCartney to their Hear Music label, which is another newer feature to the Starbucks stores. Starbucks is so far ahead of the game that no other company can compete. Their brand is extremely valuable, and sometimes they place their cover sleeves over cold drinks just so that people can use their Starbucks drink as another “accessory.” That is how the Starbucks brand is viewed by many consumers, as with many major fashion brand names. The Starbucks experienced won’t be lost, because their atmospherics will always stay the same, and be available if needed. Starbucks has just mastered their goal.
ashleyh1 // April 18, 2007 at 12:13 pm |
I believe that Starbucks will always have a presence in the coffee industry. It was the first real major coffee chains, therefore there are many followers. Despite the cost, the quality of the coffee and atmosphere it provides are superior to most independent coffee shops. Some people are willing to forego the cost for the fast convenient drive- thru and for their specialty drinks that others do not offer. Given I love Sugar Browns and J&B and Day Break, but the reason I would go to one of them are all different reasons including with Starbucks. J&B as well as Day Break is close to my house and offers free internet so I can do homework there. Sugar Browns is fun and offers entertainment to hang out with friends there. Starbucks offers drinks I love that these others don’t and I love the drive- thru line. Starbucks will not lose me or their other customers though. Their store is an experience unlike most, which people like to enjoy and spend the money for the experience. They have Starbucks in almost every town and on every corner. The dominate the industry because people can’t avoid it, therefore it is not going anywhere anytime soon.
micheller2 // April 18, 2007 at 5:47 pm |
I do not drink coffee so I tend to think that Starbucks is over priced but I do drink tea and I love Starbucks Passion Tea, and I am more than willing to shell $3 for a glass of tea. I agree that it is a bonus that I can get that “tea fix” just about any where in the country. But the one thing that keeps me from enjoying the comfy chairs and my tea and muffin is the constant traffic in and out of the shop. I know that traffic is good for business, but it never stops.
eriny2 // April 19, 2007 at 2:00 pm |
Starbucks has made a name for itself, unlike any other brand out there. I honestly don’t believe that Starbucks will be having any problems in the near future. The reason Starbucks will get more customers than stores like J & B’s is because of the familiarity. If you want a cup of coffee and you’ve never been to the local coffee shop, you are most likely not going to risk getting a bad coffee and will just stay at Starbucks. I also think that location plays a huge role. Starbucks has several stores located in each town. Most customers are not looking for atmospherics because they are likely running in before work to grab a cup of coffee to go. Coffee shops like J & B might offer better environments, but it would be hard to get customers into their stores initially.
rachelc1 // April 19, 2007 at 5:44 pm |
I agree with the people above that stated that Starbuck’s is all about the atmospherics. People go into Starbuck’s to relax in their comfy chairs, listen to tranquil music, smell the aroma of the coffee, and just socialize. I used to love to hang out at Starbuck’s when I was a freshman and sophomore in high school, because it was the place to be. I still cannot believe that a coffee shop can be such a big hit with a huge group of individuals. Starbucks does not draw people into their coffee shop due to their low prices that is for sure. I think people flock to Starbucks because of the name and the atmosphere it provides. Starbucks has great coffee and tea, but in comparison to another coffee shop the only difference is the atmosphere. However, I have even fallen into the flow of most people in today’s society. It is hard to explain, but when I need a cup of coffee quickly, I wouldn’t think of going anywhere else. It is hard to want to go anywhere else with a Starbucks practically on every corner. Starbucks has definitely dominated the coffee market and I think it would almost be impossible for another retailer to gain their same status. Starbucks depends on the atmospherics of their stores and that their loyal customers keep coming back because they enjoy the environment so much. Also Starbucks has many convenient locations and that plays a big role in where people shop.
jessicac2 // April 19, 2007 at 7:11 pm |
I would humbly disagree with Howard Schultz. I respect his opinion, especially about his own company, but I buy Starbucks almost everyday and I definitely buy for the product. I have tried the drinks that I like at Starbucks from other coffee shops, and I prefer Starbucks over all of them. I always know what I’m getting and that’s comfortable with me, especially since I’m paying almost five dollars for one drink. I can order in New York, California, or any where in Texas and know exactly what the barista is about to hand me. I love that about Starbucks, they even use the same water filtering system in each store so that their products will remain completely consistent. And I do enjoy the atmospherics. Most of the time I’m driving through or in and out in a hurry, but when I do stick around to visit with a friend or study, I enjoy the environment. It’s relaxing and they always play the best music. Then, if I like what I’m listening to, I can buy the CD in their store or they can tell me who the artist is and I’ll immediately go home and download it. The barista’s are always helpful and they try to get to know you better if you’re a frequent customer. I enjoy Starbucks all around and don’t think they should change a thing.
nicoshas1 // April 19, 2007 at 7:19 pm |
I think currently that starbucks doesnt need to worry about losing their “essence” because i would argue that their “essence” is the atmospherics that starbucks has created. Its true that you can get coffee thats the starbucks brand outside starbucks stores, but i think that the people that starbucks really creates the atomospherics for are the customers who want a cofee shop “experience”. If you just wanted a good cup of coffee, starbucks is not the only place that you could find one. As far as starbucks being concerned with their atmospherics, i would say they are still ahead of the game. Like stated in a earlier post, they just signed paul mccarntey for hear music, and they even have a satelite channel. I have never heard of any other coffee company doing this. Starbucks atmospherics isnt just about the coffee chop and coffee. Its about the various things they offer like news, movies and seasonal products that go along with visting the store. So i agree that starbucks markets on its store “essence” and that local and new companies need to develop a different strategy thats equivalent or better than the starbuck’s essence.
ashleyd2 // April 19, 2007 at 9:17 pm |
I think that Starbucks started out as a company that had the best atmospherics, “The Seattle based coffee company”. That’s why I think Starbucks could charge six bucks for a cup of coffee, because you were getting that great atmosphere, but lately they have kind of sold out. Now when you go, you are almost getting a bar atmosphere; you have to wait in line for 30 minutes, you can’t really hear, and you can’t find a place to sit. Not to mention, when you go to a store you really don’t get that same atmosphere when picking up their icecream or expressos to go. I think that they should sell their coffee at a lower price, or withdrawl from some of the markets they are in, and get back to the atmospherics that made them famous.
risam1 // April 20, 2007 at 6:23 pm |
The reason why I go to Starbucks is its atomosphere and service. Whenever I go to Starbucks, I get a sample of pastry or small cup of espresso (Thank you)! People at Starbucks are usually very nice, too. I do not see college students who never buy coffee, but study for all day. I agree that media also makes us think Starbucks is nice. An actor who drives his Porche and get a cup of coffee on the way to work definately makes many people think it is the way of “cool business man” does in the morning. I think Starbucks coffee tastes good, but the image of Starbucks itself is the brand, which attracts many people today. Yes, I am a big fun of Starbucks wherever I am. But I am sorry, Tully’s coffee is much better! Tully’s coffee has better taste and atmospherics. There is no Tully’s Coffee in Lubbock, so I go to Starbucks instead. I am being patient even though Starbucks bold coffee is not bold enough. Tully’s coffee always gives me the tasty bold coffee that I want. I wish Tully’s would open in Lubbock sometime….
http://risamorijapan.wordpress.com/
patrickm2 // April 20, 2007 at 9:38 pm |
I, personally, hate Starbucks. My favorite spot of coffee is Quick Trip (49 cent refills and great coffee). I think the reason Starbucks is successful is that a large number of people are more concerned with their image. Don’t believe me, then take a look at the newest number of cosmetic surgeries, the sales growth of Botox, or the number of Rogaine users. People in American are complete obsessed with how other will perceive them and Starbucks was lucky enough to be a select group of “cool” products. If you walk into class with a Starbucks graphic on it, people will recognize it. If people bought it just for the atmospherics, then why are they starting to put in a drive-thru in many locations? It is because as American we are obsessed with being cool.
kerrig2 // April 20, 2007 at 10:30 pm |
While I don’t believe that atmospherics has total control over where people buy their coffee, I do believe that it is a strong influence. People love to go to Starbucks and hang out in their big soft chairs. People love to go there and sit in a group at one of their tables, set up their laptop, and study. They play original music and the lighting and decorations are one of a kind. It’s always a relaxing place to go. People like to go there to “catch up” with friends because it is a comfortable place that also serves a product that is enjoyable.
You must be logged in to post a comment.