Everything but the Coffee (39 page)

13.
Schultz, Pour Your Heart into It, 60
.

14.
Ibid., 87.

15.
See, for example, Nancy F. Koehn, “Howard Schultz and Starbucks Coffee Company,” Harvard Business School Case Number 9-301-361, Feb. 13, 2001; Joseph A. Micheli,
The
Starbucks Experience: 5 Principles for Turning Ordinary into Extraordinary
(New York: McGraw-Hill, 2007); and John Moore, Tribal Knowledge: Business Wisdom Brewed from the Ground of Starbucks Corporate Culture (Chicago: Kaplan Business, 2006).

16.
Veblen,
The Theory of the Leisure Class
(New York: Oxford University Press, 2008).

17.
Ian Urbina, “No Need to Stew,”
New York Times
, Mar. 15, 2005.

18.
Debra Galant, “They’ve Got Your Number,”
New York Times
, Mar. 30, 1997.

19.
For a fascinating look at postwar patterns of consumption, see Vance Packard,
Status Seekers
(New York: McKay, 1957). Perhaps the most useful way to engage in Packard is through Daniel Horowitz’s
American Social Classes in the 1950s: Selections from Vance Packard’s Status Seekers
(New York: Bedford/St. Martin’s Press, 1995).

20.
On middle-class sensibilities, see Loren Baritz,
The Good Life: The Meaning of Success for the American Middle Class
(New York: Knopf, 1989); and Sherry B. Ortner,
New Jersey Dreaming: Capital, Culture, and the Class of’58
(Durham, NC: Duke University Press, 2003).

21.
James B. Twitchell,
Living It Up: America’s Love Affair with Luxury
(New York: Simon and Schuster, 2002), ix, xi. See other books on the same luxury movement, such as Michael Silverstein and Neil Fiske,
Trading Up: The New American Luxury
(New York: Portfolio, 2003); and Paul Nunes and Brian Johnson,
Mass Affluence: Seven New Rules of Marketing in Today’s Economy
(Cambridge, MA: Harvard Business School, 2004).

22.
Laura Tiffany, “Hot Trends for 2005,”
Entrepreneur
, Nov. 16, 2004.

23.
Solomon,
Conquering Consumerspace: Marketing Strategies for a Branded World
(New York: American Management Association, 2003), 171.

24.
Brooks, Bobos in Paradise: The New Upper-Class and How They Got There (New York: Simon and Schuster, 2000); and Postrel, The Substance of Style: How the Rise of Aesthetic Value Is Remaking Commerce, Culture, and Consciousness (New York: HarperCollins, 2003).

25.
For a description of early training, see Fred Faust, “ ‘Bartenders’ Sell Gourmet Coffee; Baristas Learn the Secrets of Espresso,”
St. Louis Dispatch
, Mar. 22, 1998.

26.
See the exact figures at
http://sensorymetrics.com/wp-content/uploads/2007/11/starbucks.jpg
.

27.
Schultz, Pour Your Heart into It, 248.

28.
In her wonderful book on cultural constructions of nature, Jennifer Price notes the link between class and consuming the natural. See Price,
Flight Maps: Adventures with Nature in Modern America
(New York: Basic Books, 1999), 178.

29.
David Brooks, “Conscientious Consumption,” in
The New Gilded Age: The
New Yorker
Looks at the Culture of Affluence
, ed. David Remnick (New York: Modern Library, 2001), 403–405.

30.
See, for example, Jesse McKinley, “Big Whale, Strong Java,”
New York Times
, July 14, 1996; and Nancy F. Koehn, “Howard Schultz and Starbucks Coffee Company,” Harvard Business School Case Number 9-801-361, Feb. 13, 2001, 13.

31.
Laura Fraser, “Star-Bucked!”
San Francisco Chronicle
, Aug. 1, 1999; “Starbucks Brews Plot for Global Domination,”
Marin Independent Journal
, Nov. 26, 2006.

32.
Clark,
Starbucked
, 211.

33.
Ibid., 108.

34.
Sarah Schmidt, “Java Joy,”
Village Voice
, Aug. 12, 1997.

35.
From Jon, posted Oct. 26, 2006, from the thread, “Why Do People Leave Starbucks,”
www.starbucksgossip.com.
For more on working at Starbucks, see my article “Consuming Lattes and Labor, or Working at the Starbucks,”
International Journal of Labor and Working Class History
74 (Fall 2008): 193–221.

36.
In business school circles, this would be called “internal branding.” See, for example, Laura Lake, “Internal Branding,”
http://marketing.about.com/od/marketingyourbrand/a/internalbrand.htm
; Libby Sartain and Mark Schumann,
Brand from the Inside: Eight Essentials to Emotionally Connect Your Employees to Your Business
(San Francisco: Jossey-Bass, 2006).

37.
On the industrialization of Starbucks, see Dan Neil, “Starbucks Nation,”
Los Angeles Times
, Apr. 1, 2007; Clark,
Starbucked
; and George Ritzer,
The McDonaldalization of Society
5
(Thousand Oaks, CA: Pine Forge Press, 2008).

38.
Cho lost his store in 2008 because of failure to pay back taxes. Elissa Silverman, “On Capitol Hill, Back Taxes Lead to Coffee Deprivation,”
Washington Post
, Mar. 21, 2008.

39.
Peter Silverton, “Up Front,”
Observer Magazine
, July 6, 2003.

40.
In his memoir, Howard Schultz claims to have agonized over the decision to introduce skim milk. See Schultz,
Pour Your Heart into It
, 166–167.

41.
See Schultz,
Pour Your Heart into It
, 205–209.

42.
Lewis Lazare, “Whole Latte Shakin’ Goin’ On,”
Chicago Sun Times
, July 2, 2003.

43.
Alwyn Scott, “A Shot of Americana,”
Seattle Times
, May 19, 2002.

44.
For more on this, see Alissa Quart,
Branded: The Buying and Selling of Teenagers
(New York: Basic Books, 2004). On starting out with Frappuccinos, see J. Gutierrez Krueger, “Chow Mondo,”
Albuquerque Tribune
, Aug. 15, 1997.

45.
Julia Sommerfled, “Coffee Cool: The ‘Other’ Teen Drinking Scene,”
Seattle Times
. Oct. 26, 2003. For other articles on teens and Starbucks, see Margaret Webb Pressler, “Teens Get Social Fix at Starbucks,”
Washington Post
, Aug. 12, 2006; Katherine Mieszkowski, “The Frappuccino Generation,”
Salon.com
, Aug. 27, 2006,
www.salon.com/mwt/feature/2006/08/27/coffee/index.html
; Victoria Brett, “Coffee Is Becoming the Norm for Teens, Kids,”
Charleston Daily Mail
, Apr. 15, 2008.

46.
For more on Spain, see an essay I wrote, “Los intangibles del Frappuccino,”
Foreign Policy, Edition Espanola
, June–July 2007, 60–67.

47.
Andrew Clarke, “Starbucks Blames Setback on Frappuccino Queues,”
The Guardian
, Aug. 4, 2006. For more on Starbucks and the issue of same-store sales, see Karen Blumenthal,
Grande Expectations: A Year in the Life of Starbucks’ Stock
(New York: Crown Business 2007), chap. 10.

48.
Janet Adamy, “Starbucks Chairman Says Trouble May Be Brewing,”
Wall Street Journal
, Feb. 24, 2007.

49.
Bruce Horovitz, “Starbucks Plugs in New Espresso Machine,”
USA Today
, Nov. 15, 2007; and press release, “Starbucks Coffee Introduces Exclusive Espresso,”
www.starbucks.com/aboutus/pressdesc.asp?id=803
.

50.
“Howard Schultz Transformation Agenda Communication #4,” Feb. 4, 2008, www .starbucks.com/aboutus/pressdesc.asp?id=825.

51.
Starbucks press release, “Starbucks Closes between 5:30 and 9:00 P.M. on Tuesday to Perfect the Art of Espresso,” Feb. 25, 2008,
www.starbucks.com/aboutus/pressdesc.asp?id=835;
and Melissa Allison, “Starbucks Stores to Shut for 3 Hours on Feb. 26 to Retrain Baristas,”
Seattle Times
, Feb. 12, 2008.

52.
See the Starbucks rollout at
www.starbucks.com/flash/pikeplaceroast/index.html.
On the taste test, see “McDonald’s Coffee Beats Starbucks, Says Consumer Reporters,”
Seattle Times
, Feb. 2, 2007.

53.
David Asman, “Trouble Brewing at Starbucks,” posted Apr. 25, 2008,
www.foxbusiness
.com; and James Poniewozik, “Starbucks’ New Brew: A First Taste,”
Time
, Apr. 9, 2008.

54.
See a similar observation from Douglas Imbrogno, “First Impression,”
Charleston Gazette
, Dec. 10, 2003.

55.
Steve Duin, “Starbucks: No Longer Served Hot,”
The Oregonian
, Feb. 3, 2008.

56.
For these definitions and others, see
www.urbandictionary.com/define.php?term=starbucks
.

57.
For more on independent coffeehouses and their competing with Starbucks, see Melissa Allison, “Starbucks No Longer Gives Small Coffee Shops the Jitters,”
Seattle Times
, Aug. 27, 2008.

58.
Press release, “Coffee Klatch Celebrates Starbucks Store Closures with Free Coffee for Everyone,” Feb. 23, 2008,
www.1888pressrelease.com/coffee-klatch-roasting-anti-starbucks-promotion-sparks-natio-pr-42j9k4vq1.html
.

CHAPTER II

1.
Mark Woods, “When in Greece, Buck Starbucks,”
Jacksonville Times-Union
, Aug. 17, 2004.

2.
“Some in Seattle Shunning Starbucks,”
Telegraph-Herald
(Dubuque, IA), July 9, 2000.

3.
Rage Diaries, “What’s the Matter with Starbucks?” posted Aug. 10, 2005, at
http://schmeiser.typepad.com/the_rage_diaries/2005/08/whats_the_matte.html
.

4.
Cleveland Warehouse Guide
,
www.cleveland.com/warehouse guide/index.ssf?/warehouseguide/more/starbucks/html
.

5.
George Ritzer,
The McDonaldization of Society
(Thousand Oaks, CA: Pine Forge Press, 2004), 83.

6.
Eric Schlosser,
Fast Food Nation: The Dark Side of the All-American Meal
(Boston: Houghton Mifflin, 2001), 5.

7.
Peralte C. Paul, “Would Big-Name Stores Make This a Big-Name City?”
Florida Times-Union
, May 1, 2000.

8.
B. Joseph Pine II,
Mass Customization: The New Frontier in Business Competition
(Cambridge, MA: Harvard Business School Press, 1992).

9.
Cat Nilan, “Broadway Coffee Shop Crawl,” posted Mar. 27, 2005, at
seattle.metblogs.com/archives/2005/03/broadway_coffee_6.phtml
.

10.
Christina Waters, “Summer and Starbucks,” Aug. 5, 1999,
www.metroactive.com
, available at www.google.com/search?client=safari&rls=en-us&q=Christina+Waters,+“Summer+and+Starbucks,”&ie=UTF-8&oe=UTF-8.

11.
“Broadway Coffee Shop Crawl,” Mar. 25, 2007, available at
www.seattle.metblog.com/archives/2005-03/broadway_coffee_6phtml/
.

12.
Steven Waldman, “The Tyranny of Choice,”
New Republic
, Jan. 27, 2002; and Barry Schwartz,
The Paradox of Choice: Why More Is Less
(New York: Ecco, 2004).

13.
Rage Diaries, “What’s the Matter with Starbucks?”

14.
Witold Riedel, “An Espresso Post,” Apr. 30, 2002,
www.witoldriedel.com/MT/archives/2002_04.shml
.

15.
Liberty Belle, “Friday’s Weekly Irreverence,” Oct. 21, 2005,
http://toughlove.catallarchy.net/blog/2005/10/21/
.

16.
Elisabeth Gwee, “ ‘Dead’ Stretch Take on New Life,”
Straits Times
(Singapore), Nov. 16, 1997.

17.
On coffee, see the Nancy F. Koehn, “Howard Schultz and Starbucks Coffee Company,” Harvard Business School Case Number 9-801-361, Feb. 13, 2001.

18.
For an interesting account of the scripting and staging of experience, see David Grazian,
On the Make: The Hustle of Urban Nightlife
(Chicago: University of Chicago Press, 2008), 29–62. And on the work experience at Starbucks, see Alex Frankel,
Punching In: The Unauthorized Adventures of a Front-Line Employee
(New York: HarperCollins, 2007); Michael Gates Gill,
How Starbucks Saved My Life: A Son of Privilege Learns to Live Like Everyone Else
(New York: Gotham Books, 2007); and Bryant Simon. “Consuming Lattes and Labor, or Working at Starbucks.”
International Labor and Working-Class History
74 (Fall 2008): 193–211.

19.
“Maine Woman’s Age Discrimination Bias Lawsuit against Starbucks Headed to Trial Next Year,”
FoxNews.com
, Nov. 28, 2008,
www.foxnews.com/story/0,2933,458887,00.html
.

20.
E-mail from Mary Heckler to author, Mar. 28, 2006.

21.
Harvey Levenstein,
We’ll Always Have Paris: American Tourists in France since 1930
(Chicago: University of Chicago Press, 2004), 235.

22.
Letter to the Editor, “The Global Reach of Starbucks,”
New York Times
, Sept. 28, 2003.

23.
Posts on Wiltod Riedel blog, May 1, 2002. On Starbucks replacing a library, see Kathleen Parker, “Civilization’s Caffeinated Contents,”
Orlando Sentinel
, Sept. 28, 2005.

24.
I explore this idea in my last book,
Boardwalk of Dreams: Atlantic City and the Fate of Urban America
(New York: Oxford University Press, 2004).

25.
Roth,
American Pastoral
(New York: Vintage Books, 1998), 158. On the move to the private, see, for another example, David Nasaw:
Going Out: The Rise and Fall of Public Amusements
(New York: Basic Books, 1993).

26.
For a clear articulation of this private sense of the mall, see Lizabeth Cohen, “From Town Center to Shopping Center: The Reconfiguration of Community Marketplaces in Postwar America,”
American Historical Review
101 (Oct. 1996): 1050–1081.

27.
On this process, see Michael Sorkin,
Variations on a Theme Park: The New American City and the End of Public Space
(New York: Hill and Wang, 1992), especially Neil Smith’s essay.