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Coffee Culture Here To Stay?
By Camry A.Mass
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Although the consumption of per capita in the world is decreasing (in the US alone it decreased from 0.711 liter in 1960 to 0.237 liter presently), world consumption is still increasing due to the population explosion. Considering that consists of either 1% (Arabica), 2% (Robusta) or 4.5%-5.1% (instant coffee) caffeine, the average American consumes at least 200 to 300mg (the recommended maximum daily amount) of caffeine a day through the consumption of alone.
The place I frequent to down a cup of is the Starbucks in Stamford, Connecticut. The entrance can be found on the corner of Broad Street and Summer Street, to the left to the main public library with its plain pediment and slim Ionic columns. The location right next to the library harmonizes with Starbuck’s marketing plan. At the entrance of the shop a life-size glass window curves around to the left, providing superb voyeuristic views of pedestrians on the sidewalk. As you enter, you step directly into the living room area with stacked bookshelves against the back wall. Velvet armchairs face each other with small tables in the middle, creating intimate seating areas. The velvet chairs near the window are the prime seats, which people unfortunate to score a wooden chair prey upon. At the back of the long rectangular room is the bar and a small Starbuck’s gift shop. There is a dark wooden table with electrical outlets suited for spreading out laptops and spreadsheets, dividing the living room area from the bar.
Since I have been cranky for weeks I hesitate to order a regular black coffee. It is very easy to get cloyed with a favorite food or drink in the US because of the super-sized portions served. The smallest cup of is a size 'tall' (12oz.=0.35l.), after which one can choose between a 'grande' (16oz.=0.5l.) and a 'venti' (20oz.=0.6l.). Half a liter of seems a bit over the top, and it sounds absolutely absurd to my European mind. I finally end up choosing a 'solo' espresso.
Sitting in one of the booth-like seats against the back wall, unable to obtain a prime seat, I feign to read my book while eavesdropping on conversations around to me. Three middle-aged men sit in three ash gray velvet chairs and converse loudly. A vivid dialogue develops, exchanged with half roaring, half shrieking, laughter. They mock a colleague in his absence and then clench their brows in concern while discussing the teeth of one of the men’s daughter. Two African-American women sit at a small table opposite the reading-table in the murky light, one of them with a yellow headscarf with black African motifs. Close to the entrance, in the seating area next to the animated conversation, a vagabond is playing solitaire. One by one he places the creased cards with rounded backs over one another, as if he attempts to stick them together. He rendered a couple of dollars in exchange for a small to feel, in the warmth of the front room, nostalgia for a cozy living room and relives a sense of intimacy of having your own house.
It's a bright, sunny, early autumn day, a typical New England Indian summer. Sunbeams radiate through the coloring, flickering foliage, and throw a puzzle-shaped shadow into Starbuck’s window. Autumn’s hand turns her colorful kaleidoscopic lens. The green ash tree near the sidewalk resembles, with its polychrome colors, somewhat a bronze statue: its stem sulphur bronze, its foliage intermittently copper green and ferric-nitrate golden. On the other side of the cross walk the top of a young red oak turns fiery red. These are the budding impressions of the autumn foliage for which Connecticut is 'world famous' in the US.
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In the world of marketing and entrepreneurship, Starbucks is a success story. It is one of those stories of ‘excellence’ taught as a case study at business school. Founded in 1971, it really began its incredible growth under Howard Schultz in 1985, and presently has 6,294 shops. But what does its success really consists of? A large cup of at Starbucks is much more expensive than at Dunkin' Donuts: $2.69 compared to $3.40 for a Starbucks'
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‘venti’. But while Dunkin' Donuts offers only a limited assortment of flavors like mocha, hazelnut, vanilla, caramel and cinnamon, you will find exotic quality beans at Starbucks like Bella Vista F.W. Tres Rios Costa Rica, Brazil Ipanema Bourbon Mellow, Colombia Nariño Supremo, Organic Shade Grown Mexico, Panama La Florentina, Arabian Mocha Java, Caffè Verona, Guatemala Antigua Elegant, New Guinea Peaberry, Zimbabwe, Aged Sumatra, Special Reserve Estate 2003 – Sumatra Lintong Lake Tawar, Italian Roast, Kenya, Ethiopia Harrar, Ethiopia Sidamo, Ethiopia Yergacheffe and French Roast. So Starbucks offers luxury coffees and high quality dining, reminiscent almost of the chic houses I visited in Vienna.
Every now and then, I grin shamefully and think back at my endless hesitation choosing between the only two types of available in most Dutch stores: red brand and gold brand. Even up to this day I have no clue what the actual difference is between the two, apart from the color of the wrapping: red or gold. Not surprisingly, Starbucks appeals to the laptop genre of people: consultants, students, intellectuals, the middle class, and a Starbucks is a white-collar coffee, while a Dunkin' Donuts is a blue-collar coffee. In Dunkin' Donuts you will run into Joe the Plumber, Bob the barber, and Mac the truck driver. But what is it exactly, that attracts the white collared workers in the US to fall back into the purple velvet chairs?
I imagine their working days filled with repetitive actions and decisions within a playing field of precisely defined responsibilities. How many of the players in these fields get through the day with its routines for simply no other reason than being able to enjoy their daily 30 minutes-escape into the Starbucks intimacy where, for a brief moment in the day, you regain the illusion of human warmth and exotic associations of resisting the coldness of high finance? For 15 minutes you fall back into the deep, soft pillow of a velvet chair and randomly, and alas how important is that moment of utter randomness, pull a book from the shelves. While, in the background, soothing tones resound of country blues, with its recognition of deep human suffering, a blaze of folk with the primary connection with nature and tradition, or of merengue reviving the passionate memories of adventure and love, you gaze out the window and ponder about that simple, volatile reflection in the moment, strengthened by the physical effect of half a liter of watery that starts to kick in and the satisfaction of chewing your muffin, bagel, cake, brownie, croissant or donut. It is, above all, that bodily ecstasy caused by a combination of caffeine, sugar and the salivating Pavlov effect. You remember the struggling musician behind the counter taking your order, the amateur poet as you pay her for the and give a full dollar tip, feeling a transcendental bound in your flight from reality. You stare with a fastened throbbing of the first gulps of at the advertisements and poems on the bulletin board, and dauntlessly you think: They are right, they are so right! and what do I care? Why should I care? Fuck my boss, fuck the system, fuck everybody!'
But then you look at your watch and notice you really have to run again. 'Well, too bad, gotta go!', or people will start gossiping for being so long away from your desk. And while you open the door, an autumn breeze blows in your face, the last tunes of the blues solo die out as the Hammond organ whispers: 'I throw my troubles out the door, I don't need them anymore'.
Coffee in the US is a subculture that massively floated to the surface of the consumer’s society. Starbucks is more than coffee, it's more than just another brand on the market, it is a social-political statement, a way of perceiving how you would like to live, in other words it is a culture. Starbucks is the alternative to Coca-Cola and so much more than just coffee: it's chocolate, ice-cream, frappuccino, travel mugs with exotic prints, cups and live music, CD's, discounts on exhibitions and even support for volunteer work.
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