What I learned from starbucks

I’m not really a fan of starbucks
Part of it is because Starbucks is a multinational, capitalist corporation, that feeds the bank accounts of rich westerners while helping keep the lowest and the least (in this case, third-world coffee producers) trapped in patterns of poverty and desperation. Part of it is cultural; I hail from a city where Baristas are god’s who magically whip milk and espresso into a creamy, aromatic and delicious concoction of latte, flat white or café con cinnamon. Starbucks generally serves up brown-and-white-watery-slop, magically mixed by a machine to maximize speed and minimize taste. I do not and will never appreciate them for the quality of product they serve, even in this post-Barista-trained environment. Part of my problem is just that Starbucks is the big dog, with shops on both corners, not just every corner. I relish in the Australian tradition of supporting the underdog, because the institution is generally not worthy of trust. Yet despite my bias, loyalty to the barista and addiction to quality coffee, I’ve been unable to avoid the ubiquitous bucks. So here are some things I’ve learnt from Starbucks over the last 18 months.

Addiction cultivates tradition
Starbucks provide a product that provides a chemical high and carries strong emotional ties. People love connecting over a substance, be it cigars, beer, juice, ice-cream, pizza or coffee. Consistent positive experiences over time mean that individuals and groups gravitate back to what always seems to work, even if it isn’t the very best it could be. Individuals will tolerate a 5 minute que if it means they can get their mid-afternoon fix, or connect with friends in a familiar environment. Feeling tired because you rose before the sun; why not return to the place that helped you function last time? Serve an addictive product that meets felt needs, and you’ve started to cultivate a base of supporters. Lessons for start ups might be to find a niche that people are…craving? Then relentlessly promote it and package it to the masses.

Proximity often equals potency
The brilliance of the Starbucks phenomenon has been their mustering of resources to open stores in a flood fashion, region by region. Rather than settling for a store in each city, Starbucks floods a particular region with several stores opening at once, often within a few miles of each other. As consumers become addicted to the product and enthralled by the new environment, they find the accessibility of the company extremely appealing. I may not be able to get quality coffee, but there is always a starbucks nearby. The ability of American consumers to access a Starbucks within 5 minutes drive of their work, school, house or favourite hang out spot has good take-aways for those planting churches. Visibility and accessibility are key components of growth for start-up ventures; having a hub, small group, tribe or gathering that is locally based help’s create momentum for a new spiritual community. It also provides more opportunities for connection with people of favour in the local area, who may hold the keys to doors that seemed shut. A downside may be that those who are already established (men wearing dresses and dog collars perhaps?) may resent and protest what they see as a threat to their viability. Not to worry we can let the cross-dressers know; a Starbucks in an area has generally been proven to boost coffee sales in all local stores, not just those dominated by the white and green cups. So their fears are most likely unfounded.

To be continued