5% of Starbucks stores are closing in the U.S. this summer. One would think that this news would bring alarm to the urbanites of the world. Surprisingly few people are disturbed. This brings about a reflection on what Starbucks does represent in society.
Starbucks had first been established in Seattle with the intentions of being a hip coffeehouse, something that made the neighborhood a bit more cultured. Because of Starbucks, the coffee culture was completely revolutionized. Starbucks introduced terms like ‘barista’ ‘grande’ ‘venti’ and other coffee jargon into the mainstream culture. They even invented their own drink- the frappuchino and their trademark green and white slogan has become a signature on the cups of celebrities and yuppies.
There had always been a sort of status label associated with Starbucks. I myself still remember the first time I had stepped foot into Starbucks. I don’t know if it was because I was fed with images of sophistication and chic urbanites by the media but I felt I had stepped into another realm. It was a realm where everything was basked in wonderful and musky aromas of coffee beans with hints of caramel and vanilla. Those who sat inside Starbucks also carried a distinct aura with them- either urban college students discussing Proust over a Caramel Machiatto or yuppies conversing about the stock exchange.
In recent years however, the introduction of the breakfast/lunch option and the alarming development of Starbucks (they seemed to monopolize the city streets- turn ten feet and there’s the trademark green letters) seemed to make Starbucks lose what made it so distinctive. Starbucks began to feel like a fast food restaurant. The Starbucks located in the cities were worse- the baristas barking out ‘Hello, what would you like?’ in the same tone as the dreaded ‘Welcome to McDonalds, may I take your order?’ and everyone expected to spit out their orders like their lives depended on it. The fast-pacedness of Starbucks slowly corrupted its previous tranquil atmosphere that was so refreshing.
With the closing of 600 stores in the U.S. this summer and the elimination of the breakfast warm sandwich option, hopefully Starbucks will revamp and revive its original spirit. If Starbucks continues to carry on its fast food restaurant ways, I fear it will face more than just competition but also the disillusionment many of its previously loyal patrons. Do we need more cafes like the original Starbucks? Should we boycott Starbucks the same way Americans began a campaign against McDonald’s. What’s next- a documentary on the evils of caffeine in America?
