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Starbucks, a Lifestyle

In: Business and Management

Submitted By Rebecca092701
Words 2755
Pages 12
Sta arbuck ks, a Li ifestyl le
Th he Persu uasion of f Coffee

Case ey McGrath h

Who goe es to Starbu ucks? Coffe ee lovers, right? But is it just coffe ee lovers in general, or r is a specific portion of t the populat tion signific cantly more e attracted to the atmo osphere Starbuck ks exudes? Is going to Starbucks a ritual‐like e compulsio on for some e people in n our post‐mo odern era? I I wanted to know the a answers to these questions. In this report, I analyze the brandin ng choices of the most t famous co offee shop in the world d. After rea ading and analyzing the q quotes featu ured on the e back of St tarbuckʹs to o‐go cups (ʺThe Way I See Itʺ quote es), which a are submitt ted by custo omers and s selected by y Starbucks, , I argue tha at Starbuck ksʹ subtle branding tec chniques en ncourage a specific life estyle for th heir target market.

Overview

Skylar, a wealthy British student at Harvard, approaches Will, an Irish‐American janitor from South Boston, hands him a slip of paper, and says, “There’s my number. So maybe we can go out for coffee sometime.” Taking her number, Will replies coyly, “All right, yeah, or maybe we can just get together and eat a bunch of caramels.” “What do you mean?” Skylar asks. “Well, when you think about it, it’s as arbitrary as drinking coffee.” ~Good Will Hunting

It doesn’t really matter where in the world you go these days, because you can probably still get your grande non‐fat latte at Starbucks as if you had never left home at all. For many people, their latte is an indispensable part of their day. Or perhaps their espresso, cappuccino, macchiato, or frappacino—whatever the case may be. The fact that we even know how to pronounce the names of these drinks is a tribute to Starbucks and the influence it has had on a

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