Starbucks Observation Paper

I found that the majority of the clientele appeared to be middle or upper class individuals. It became apparent that Starbucks appealed to people of a certain socioeconomic status through their thoughtful use of products, language, décor, and location. Socioeconomic status (SES) is defined as “an individual’s position in a stratified social order,” meaning upper middle, or lower class. SES is primarily determined by income. The remainder of this paper will look at the different ways that Starbucks caters to the more privileged.

The setting for my first observation assignment was at the Starbucks, in Gibsonia, Pennsylvania, near my family home. The day I choose to observe was Sunday, November 27th, 2016, between the time of ten o’clock and eleven o’clock am, after church hours. The second observation assignment location was Mugsies, a coffee shop, near Westminster College, in New Wilmington, Pennsylvania, between the time of eleven o’clock and twelve o’clock pm during lunch hour, on Tuesday, November 29, 2016. Prior to my arrival, I developed a hypothesis about what I was expecting while observing the people and employees at two different locations and settings. My hypothesis

Coffee brews under a drip of scalding water, beans grind in the gears of a metal mechanism set atop the bar, and the chatter of patrons syncs with the sound of steaming milk in each Starbucks cafe chain. Like most cafes, the aroma of Arabica overwhelms all others, natural light shines in through the windows to touch the wooden tables, and the murmurs of conversations can be heard throughout the edifice. However, whereas the plebeian palate that feigns good taste finds pleasure in drinking coffee in its most basic form so that the true flavors of the drink might be relished, the rising youth of our post-modern society realize that coffee is best prepared when the taste of the bean is overwhelmed by various artificial flavors and sugars—undoubtedly cancerous but utterly unimportant. These developing connoisseurs of high society, with all their charm and intelligence, make it clear that Starbucks is the only cafe from which anyone who is anyone must buy one’s coffee. Starbucks, truly a place for the cultural and coffee elite, consistently attracts three intriguingly eccentric and completely loyal customers of both sharp wit and fine intellect: the female Women’s Studies major, the flagrant homosexual male, and the out-of-place conservative.

Our marketing intern, Gabrielle, put together a mini-dictionary of coffee terms just to make ordering your favorite brew a snap! No need to memorize this short cheat sheet. We hope you use it to enhance your next coffee drinking experience whether with us or at your favorite Buckies or Dunkies.

In my first two hours of real-life research, I observed people at the Starbucks located in West Grove, Pennsylvania. I observed a white red-headed girl in Under Amour athletic wear with a petite curvy body type. She appeared to be a student around the ages of thirteen to fourteen. I also observed a white young woman in a black sportswear jacket, leggings, and black Nike sneakers with an athletic body type and of average height. She appeared to be wearing light makeup and to be in the age range of 20-23. She appeared to be of upper-middle class status and was employed at the Starbucks. Another observation included a white blond-haired teenage boy wearing a blue sweater, khaki shorts, and Vans with mild acne. He appeared to have a tall lean body

For my ethnographic report, I chose to study Starbucks located in the NJIT campus center in Newark, New Jersey. The purpose of this study was to identify the behaviors and possible needs of the people in the area that enter this establishment, and possibly all coffee shops located in a school campus. I conducted my ethnography research from 1:45 PM to 3:45 on Wednesday, February 5, 2017. It was slightly snowing that day, which is a variable that I took into consideration. I was sitting on the last seat of the corner, the opposite way from the cash register facing the entrance of the coffee shop. During the two hours that I spend at the coffee shop only 5 people walked in which I found unusual because people tend to grab a cup of coffee whenever the weather is unpleasant. Perhaps on snowing days people don’t tend to visit the campus center as much they go directly to class from their dorm or house.

When I arrived, the Starbucks looked as busy as usual. It wasn’t filled to the brim with a line, nor was it completely empty. There were also a few seats left open (allowing me to sit in a good spot). Profiling people here was awkward due to the inconsistencies in coming in. Sometimes, people came inside in droves, which made it hard for me to keep track of everyone. However, from 12:15 to 12:22 nobody came in. It was during this slump that the employees took time to talk to each other, talking about Zoe Gomez (Selena Gomez’s sister) among other topics. A majority of the people were Caucasian, although barely (twelve out of twenty-two people), and male. 72.7% of people bought cold drinks, probably owing to the fact that it was extremely hot outside. Also, the average age was 29.54 and people often came in very casual clothes, perhaps owing to the fact that I came on Independence Day.

As mentioned earlier, our research method of choice is naturalistic observations. Each group member will be going to different Starbucks locations in the lower mainland. By going to different locations, we are expecting to prevent all of us from getting the same results from the same repeat customers if there does end up being any. This may also show us if there are different patterns in different Starbucks locations.

As I sit in this Starbucks observing my surroundings for this paper, I instantly span out into listening to what’s around me. At a first listen, I can blatantly hear the blenders making a drink for the customers that comes and go. I also hear the coffee makers making a specific sound that tells the barista that the coffee is ready. This sounds that I’m listening too quickly makes me imagine the smell of the warm coffee that the barista has prepared. This quick listening experience I realize that this is a top-down processing in my head. The specific sound of the coffee makers quickly ignites my other senses to know that a cup of coffee has been made. This listening experiment has also made me feel closer to my surroundings. As my surrounding in this particular Starbucks is predominately college students, I am quick to realize that I am in a comfort space. I feel like I’m in my normal habitat that I’m used to being surround my people who are serious about their education.

Coffee is a commodity product in which Starbucks specialize in, but consuming coffee as a lifestyle commodity is a fascinating multifaceted prospect. Howard Shultz discovered coffee as a lifestyle commodity by observing the interactions of socialites and baristas, in a lively setting with espresso machines (Ferrell & Hartline, 2014, p. 519). Shultz recognized the need for an interactive ambiance surrounding the experience of foreign coffee and did well with establishing his vision as such. Shultz vision was detailed, he aimed to create a coffee establishment that would recreate the Italian bar culture and it would become the “Third Place,” the place between home and work, where people gather, relax and interact (2014, p.519). By establishing

As I entered the Starbucks in the library I was hit with warm lights and the loud murmur of conversation. I passed the counter and the line of students awaiting their coffee, and sat down at a table. The chair was hard and the table was cold, so I rested my elbows on my laptop bag as I began to type. Students either studying or socializing surrounded me on all sides. To my left there were whiteboards on the wall, currently occupied by three students writing out equations. Behind me group of students sat at a bar and to their right was the Starbucks kitchen and counter. The noises that managed to break past the overpowering sound of talking came from that area. I heard the scooping of ice and coffee beans and the voices of the baristas as they

Because you know it's not coffee, it’s an image. It's a manufactured experience. It's a status symbol, everyone knows that. That's practically the whole point of paying $5 for a cup of coffee. You’re paying to hold an iconic white and green cup in your hand that tells the world, “I'm so well off that I can afford to pay $5 for a 10 cents worth of coffee.” Everything is a matter of branding, from their odd use of Italian terminology to the ambiance of the store. Everything is done to add an extra layer to the experience of getting coffee. You’re no regular schmuck, you are part of a club. You're a coffee connoisseur when you're buying your Starbucks. Starbucks simply employs tactics unseen by the consumer. They manipulate and perpetuate their global influence in marketing their coffee. Consumers are brainwashed into this Starbucks culture when in fact Starbucks creates a deceptive coffee haven. It bothers me that Starbucks and it’s customers celebrate this vanity, but it's more saddening that Starbucks encourages and takes advantage of such societal

As I took my place in Starbucks, I observed there were three types of customers. The first were those that I identified as, “order and go”. This group of customers knew what they wanted, placed their order and paced within the coffee shop until they heard their name called by the barista. Once called, they quickly collected their order and left without any fanfare. The second group of customers, waited patiently in front of the coffee-making area while their order was prepared for them. One customer began eating the food he had ordered, while most of them were conversing with other patrons about the weather and recent snowstorm. However, once their order was ready and their name called they picked up their order and left, not before wishing the other patrons a “good day”. The final group of customers I observed was the find a seat. This group could be seen right away. As this group entered the Starbucks, they checked to see if seats were available, and either reserved it prior to placing their order with a bag or article of clothing. If it was a party of two, someone from their party took a seat to reserve a place for them. This group was very diverse. It ranged from a father and son having breakfast, a group of older adults catching up on old times, who started many of their conversations with “remember when…” In addition, the customers that were sitting on the sofa and large chairs were all working on a variety of different

The area I chose as my subject matter was the diverse area of Flatbush – Ditmas Park. But, with a specific focus on the 1120 zip code area which surrounds Brooklyn College. I selected this area because as a Brooklyn College student I spend a tremendous amount of time on or around campus. It seemed fitting for me to invest some effort to better understand the neighborhood I am so frequently a patron of.

Every American across the country would recognize the Mcdonalds Golden Arch or the Statue of Liberty Symbol embedded in the Logo for “Starbucks”. One thing every American can agree on is that they live within close range if not within a 5 mile radius to one of the most successful fast food chains in America, Dunkin Donuts, Burger King, Starbucks, Subways the list goes on. Unfortunately we cant say the same for healthy food markets or even food at all. It has been proven that healthy food consumption and obesity is in direct relation to the access we have to them in our communities. Food suppliers place they’re franchises or businesses based on the income and demographic of the community, and the likelihood that they will make a profit in the specific neighborhood. For millons of americans, specifically people living in low-income communities of color finding a fresh apple, full service grocery stores, farmers markets, and other vendors that sell other healthy foods are scarcely available or available at all. So as a result people turn to the ease, affordability and convenience of fast food. Every corner in Crown Heights Brooklyn for example you can find a corner store or as we call it “Bodega”, a liquor store, and a Chinese store. To enjoy healthy foods you have to hop on a train to a Trader Joes, or a Whole foods located in a predominantly white neighborhood. Being someone who has went on a weight loss journey in the past I always found this rather disheartening. I knew