What I learned from starbucks…part II

Language transmits culture
Frappacino. Red Eye. Black eye. Tall. Grande. Venti. Americano. Starbucks has created it’s own sub-culture, complete with code words, practices and key players. Everyone knows you move to the end of the espresso machine to collect your drink; even though no-one ever tells you, and no signage is posted. There are many drinks that are not on the menu, and the sizes are all different. A tall is actually the smallest size you can get (although this could have more to do with American consumption habits than an actual Starbucks strategy…more about that another time). Starbucks creates their own cultural codes. Their overt advertisements are reinforced by subtle cultural practices that help to establish their culture. Clue for churches; use new language to create and shape a new culture in the midst of a well established one.

Atmosphere influences culture
Every Starbucks store has familiar and consistent qualities. An Italian themed interior creates ambience and consistency from store to store, helping consumers to invoke memories of previous experiences in Starbucks locations across the world. A few scattered couches in each location create the illusion of comfort and homeliness, despite the reality that the hard wooden chairs become uncomfortable after more than an hour. This illusion of comfort ensures people feel welcome when they arrive, but don’t linger too long. Music is carefully selected and even sold to be taken home, buzzing in the background but never dominating the atmosphere. It provides a soundtrack for whatever experience is unfolding; making work more enjoyable, laughter more pronounced and conversation more casual. Power sockets make editing a film, checking email or charging a mobile phone part of the Starbucks experience too. The mood lighting ensures that the environment inside is always distinct from the environment outside, and the outside provides space for the ultimate combination of addiction; nicotine and caffeine. All of these subtle but well thought out atmospheric additions are harnessed to promote the mission. Similar intentionality needs to be embraced by those shaping gatherings of Christ-followers. Subtle alterations to music, seating, lighting, environment can enhance the experience of community that people who participate enjoy. Details matter.

Collaboration cultivates consumers
Mr Schultz and friends have brilliantly pursued partnerships with strategic groups to maximize their clientele and create zealots for their brand. T-Mobile gain loyal customers by placing wi-fi in every store, and Starbucks become a default working location for business people, screen writers, college students and stockbrokers. Apple come to the party, selling iTunes exclusive’s that boost the presence of the all conquering i-pod, while proving a fresh playground for attention stunted consumers. Coffee products take the Starbucks experience back into the home, so that no matter where you go, Howard gets some dough. And Starbucks turn up inside the supermarket, the airport, even the gas station so that routine experiences can be filled out with the joy and comfort of that green and white cup.

So Starbucks have in many cases employed practices and principles that are worth mulling over. In some instances they can be immediately adopted, in others more careful reflection and adaptation is needed. Perhaps they are useful for more something after all. Because their coffee still tastes terrible…