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Bye, Bye Starbucks
Incrementalism caught up with America’s most trafficked coffee shop Wednesday; and I walked out its door.
It was the screen that did it. The 30-inch flat panel display installed overnight above the condiment station at the Starbucks I frequent on my way to work, at 29th and Park Avenue in Manhattan.
To get to that station, I had not just to plunk down my $2.28 for 20 ounces of coffee (no steamed milk, no shots of flavor, no extras) I already had had to walk by carefully coiffed displays of apple orchard coffee mugs and plates; a special 3-cup anniversary coffee maker; a book of recipes by famed Aquavit chef Marcus Samuelsson (he of African and Scandinavian origin); a big batch of reusable cylindrical coffee mugs; a rack of CDs featuring artists I knew (Dave Mathews Band) and those unknown (Cabin Leaf); the New York Times stand; another round of coffee mugs (with New York City themes); and another coffee maker (ten cups, Hamilton Beach). Oh, and I had to reach past those cute little packs of roasted almonds at the cash register to grab my venti cup, to boot.
All I wanted to do was find the whole milk container and the packets of Splenda, mix up my brew, sit down for a few minutes, think, read and relax. In Starbucks’ chief executive Howard Schultz’ term, this is my “third place.” The place where I can get away from work or home to read, think or chat with a friend.
But I don’t want, every morning, to have to avert my eyes from the latest pitch for a Paul McCartney album or Bob Marley track, as I search for sweetener and whitener. I come here to get away from madness. From the hustle of business. Not to be immersed in it.
This is one channel too many. Sure, this TV screen is not – yet – piping in HBO, or a download of “Grey’s Anatomy.” Today, it was just promoting music. In soothing green and blue backgrounds.
But forget attempt at being aesthetic. The music is not in the background any more. It’s literally in your face.
And that is today. Tomorrow it could well be the Fox Business Network feed, if Rupert pays the right price (again) to gain access to an upscale audience.
Sure, you could see the relentless creep of marketing in the third place, for years. Merchandise, then music, then movies (remember “Akeelah and the Bee”?)
When you could avert your eyes, you could forget about it. But you can’t any more.
Maybe it was too much to ever ask of a company whose very name is made mostly out of bucks in the first place.
Craig knox commented:
Hmm. Considering the beverage business was a secondary operation that evolved for Starbucks, and they were originally a retailer of coffee merchandise, I find your comments rather rediculous. You make it sound as if you have to pillage through a dangerous maze to fix your coffee.... come on, that condiment bar is what, 5 feet from the counter? Sorry that your life is ruined by coffee mugs and coffee makers on sale at.... oh, a coffee shop! Oh, Carbon (cabin? idiot) Leaf is a pretty good band. I'll check that high tech gizmo on the wall for them. Btw... are you 80? Did you travel on a horse drawn wagon as a kid? Because I am concerend that you have issues existing in modern society. I would hate to see your reaction to buying pants as most department stores and boutiques have video monitors. Don't worry, I promise, Timbaland can't see you changing your pants pal. And if you can't get paid to write this crap, I should be rich! What gives?
