Written Analysis 1 - Starbucks

Each of us has been tasked with choosing a topic for our Pop Culture class. I chose to analyze Starbucks and the influence it has on our society. Starbucks started out as a coffee roaster in Seattle in 1971 (What, n.d.). The first Starbucks coffee shop opened in 1985 after Howard Shultz, director of retail operations, returned from an inspiring trip to Italy where he experienced the coffee drinking and café culture of Italians (What, n.d.).

Coffee shops have been around for decades, but Starbuck was the first chain coffee house. Starbucks provided a place for people to enjoy coffee in a comfortable ‘home-like’ atmosphere without the pressure to interact with the other customers. Starbucks has also be come a hub for younger adults to hang out with friends, connect to Wi-Fi internet, or compose school/work research projects. My fiancé and I seek out a Starbucks at least once a week, almost daily if we are on vacation, in order for me to complete homework assignments and allow him to email construction proposals or design plans.

Most people believe that Starbucks has superior coffee, me included. In blind taste tests, Starbucks was beat by both Dunkin Donuts and McDonald’s (Dada, 2014). Starbuck’s coffee has become an addiction to many Americans and according to Dada (2014), there are three reasons for this ‘addiction’.

1. The coffee buying experience – the atmosphere of relaxing music, delicious coffee aromas, friendly baristas, and exclusive names make the experience memorable (Dada, 2014).
2. Personal reward (Dada, 2014) – A Starbucks coffee is daily splurge that is affordable and gives the consumer a feeling of being ‘treated’ before or after a long day. 
3. Familiarity –Starbucks in the default answer to a morning cup of coffee or latte, primarily due to marketing and their multiple convenient locations. 

Starbucks has become a household name, with numerous consumers purchasing Starbucks coffee beans to brew in their own home. Starbucks has not only influenced how we view coffee, but they have also influenced coffee pricing and how coffee is purchased. Vishwanath et al (2000), found that “ten years ago, only 3% of all coffee sold in the United States was priced at a premium—at least 25% higher than value brands. Today, 40% of coffee is sold at premium prices.” (para 3). Fifteen years ago, Starbucks shed light on the unfair conditions coffee farmers were facing and entered into a licensing agreement with Fairtrade to sell only certified Fairtrade coffee (What, n.d.). As of this year, Starbucks uses 100% Fairtrade coffee and has many organic options. Now I can enjoy a delicious latte in a serene atmosphere and feel good about the source of the coffee beans; even if the coffee isn’t of ‘the best’ quality.