Written Analysis 5 – Outcome

Starbucks

I chose Starbucks for our written analysis assignments. Starbucks was a humble coffee roaster in Seattle back in 1971 (What, n.d.). The first coffee house was opened in 1985, when Starbucks’ director of retail operations became inspired after he experienced the coffee drinking and café culture of Italians (What, n.d.). All of the pop culture theories seem to apply to Starbucks in some way – popular beliefs, icons, rituals, stereotypes, cult of celebrity, and formulas. However, the theory of stereotypes and heroes best relates to the Starbucks brand.

The stereotypes surrounding Starbucks involve their patrons. The stereotypical Starbucks patron is a white soccer mom, 25-45 years old, and college students. After doing a lot of research, I found that 58% of Starbucks customers are male, not female (Sponder, 2010). The stereotypical age is spot on, with 55% of customers ranging in age from 25-44 (Sponder, 2010).

Personally, I believe that is a hero. The company’s main focus is obviously making a profit, but they also have used their popularity to highlight global issues and have taken steps to do their part in rectifying the problems. Starbucks lead the charge for fair trade, which ensures that farmers are paid fairly for their products and the farming practices are safe for the environment (Ethical, n.d.). Starbucks also focuses on alternative energy and recycling. Starbucks gives a discount to anyone using a non-disposable cup/mug, they aim for their cups to be 100% reusable or recyclable by the end of this year (Goals, 2012), and the company is on track to use renewable energy for 100% of its electricity needs (Goal, 2011).

These popular culture class allowed me delve deeply into why Americans are so obsessed with Starbucks. So why has Starbucks become so recognizable? Because they have a calm atmosphere, free WiFi, easily accessible locations, excellent customer service, and an efficient operation. The main finding I was surprised by was the demographics of Starbucks patrons. I, like most people, have always thought women were the primary customers. I was surprised by the number of changes Starbucks has made to become environmentally responsible. The Starbucks name elicits the wonderful smell of brewing coffee and the iconic white cup with their green logo; and after the discovery of their environmentally conscience practices, I like Starbucks even more.

Reference

Ethical sourcing: Coffee. (n.d.) Starbucks. Retrieved June 27, 2015 from: http://www.starbucks.com/responsibility/sourcing/coffee

Goals & progress: Cup recycling. (2012). Starbucks. Retrieved from: http://www.starbucks.com/responsibility/global-report/environmental-stewardship/cup-recycling

Goals & progress: Renewable energy. (2011). Starbucks. Retrieved from: http://www.starbucks.com/responsibility/global-report/environmental-stewardship/renewable-energy

Sponder, M. (2010). PeekYou – Starbucks case study using peekdata reverse URL identity lookups. Web Metrics Guru, Inc. Retrieved from: http://www.webmetricsguru.com/archives/2010/09/peekyou-starbucks-case-study-using-peekdata-reverse-url-indentity-lookups-social-media-monitoring-platforms-will-improve-when-using-this-data/

What is the secret behind Starbuck’s growth and success? (n.d.). MWEB. Retrieved May 30, 2015 from: http://www.mweb.co.za/Entrepreneur/ViewArticle/tabid/3162/Article/6880/What-is-the-secret-behind-Starbucks-growth-and-success.aspx

Written Analysis – Formulas: Starbucks

Coffee is a staple for the majority of Americans to start their day.  I can’t even count the number of times I have heard, ‘Don’t talk to me until I’ve had a cup coffee’. Prior to personal health issues, this was definitely me! I would make a run for my iced vanilla skinny latte with 3 extra shots immediately following the morning med pass at the Alzheimer’s Assisting Living community I worked in 3-4 days a week. The CNA’s would have their orders waiting on my med cart, because they knew I would not skip my Starbucks run.

This popular culture class has forced me to examine why America is so obsessed with coffee, namely Starbucks. When I hear ‘Starbucks’, the wonderful smell of brewing coffee fills my nose and I see the iconic white cup with their green logo. So why has Starbucks become so recognizable? Because they have a calm atmosphere, free WiFi, easily accessible locations, excellent customer service, and an efficient operation.

In most urban areas, you can find a Starbucks within 5 blocks of wherever you are and outside of downtown, there is a Starbucks on every major roadway through town. This makes accessibility very easy and brand exposure very prominent. These is a formula for every drink, so that they taste the same every time, and formula for staffing, making sure you receive your drinks quickly. Starbucks has a created a formula for every aspect of their business and in so doing Starbucks has become a household name.