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Everything but the Coffee: Learning about America from Starbucks

de Bryant Simon

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Everything but the Coffee casts a fresh eye on the world's most famous coffee company, looking beyond baristas, movie cameos, and Paul McCartney CDs to understand what Starbucks can tell us about America. Bryant Simon visited hundreds of Starbucks around the world to ask, Why did Starbucks take hold so quickly with consumers? What did it seem to provide over and above a decent cup of coffee? Why at the moment of Starbucks' profit-generating peak did the company lose its way, leaving observers baffled about how it might regain its customers and its cultural significance? Everything but the Coffee probes the company's psychological, emotional, political, and sociological power to discover how Starbucks' explosive success and rapid deflation exemplify American culture at this historical moment. Most importantly, it shows that Starbucks speaks to a deeply felt American need for predictability and class standing, community and authenticity, revealing that Starbucks' appeal lies not in the product it sells but in the easily consumed identity it offers.… (mais)
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The author of Everything But the Coffee loved coffee shops and was fascinated by what he thought he saw in people using them as the new type of public space. What he found out was that Starbucks is first and foremost a money making machine and does not do anything to jeopardize that main mission. He came to the conclusion that Starbucks is a place where people go to be alone in public and are willing to pay extra for the coffee because it makes them appear cool and hip. How he came to that conclusion is very interesting reading.

There is a chapter on the bathrooms in the Starbucks book. Also about the fact that women business sales people often use it as a portable office because it has clean bathrooms and is safe. They come in - use the restroom, order coffee, sit for around using their phones and computers for about an hour, then leave. They do this at Starbucks in urban, suburban, and transportation hubs like airports. The book was a very interesting look at modern culture, and while it is about how we use space and brands in the U. S.

Everything But the Coffee, is a book about the rise of Starbucks and why Americans, and people all over the world, flock to a Starbucks store. I found it very enlightening. The author starts out to try to figure out why American's will pay 4 to 5 dollars for an overly sweet milky latte. About half-way through the book he is still convinced that the reason is because American's want to see without being seen and people are relatively anonymous when they are inside a Starbucks, but as his research progress he changes his mind and says that it is all about status. Buying an expensive cup of coffee from Starbucks says that the buyer is cool and hip. For this we are willing to pay a premium. It is a very enlightening look at American enterprise and the consumer. ( )
  benitastrnad | Oct 19, 2012 |
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Everything but the Coffee casts a fresh eye on the world's most famous coffee company, looking beyond baristas, movie cameos, and Paul McCartney CDs to understand what Starbucks can tell us about America. Bryant Simon visited hundreds of Starbucks around the world to ask, Why did Starbucks take hold so quickly with consumers? What did it seem to provide over and above a decent cup of coffee? Why at the moment of Starbucks' profit-generating peak did the company lose its way, leaving observers baffled about how it might regain its customers and its cultural significance? Everything but the Coffee probes the company's psychological, emotional, political, and sociological power to discover how Starbucks' explosive success and rapid deflation exemplify American culture at this historical moment. Most importantly, it shows that Starbucks speaks to a deeply felt American need for predictability and class standing, community and authenticity, revealing that Starbucks' appeal lies not in the product it sells but in the easily consumed identity it offers.

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