Starbucks: Segmentation

As a Seattle native it is in my blood to be a loyal customer of the Starbucks brand. Anyone who says that Dunkin’ Donuts or Irving’s is better than Starbucks is no longer a friend of mine. But in all seriousness; Starbucks has become one of my favorite places to get coffee. I am in no way saying that Starbucks has the best coffee in the entire world; there is no way that could be true. I am suggesting that Starbucks has created such a strong gathering, such a great atmosphere, such an experience that I wouldn’t even dare of getting coffee from another shop.

So who exactly goes to Starbucks? Coffee drinkers obviously, but more specifically it is either the novice drinker or the committed drinker. What I am basically trying to say is that Starbucks has deviated from coffee so much that one can purchase music, sandwiches, mugs, and even conversation. The first material items are easy enough to understand in a coffee shop, but it is conversation that Starbucks sells that makes it so special.

Let’s start with the novice drinkers; these consumers are typically people who don’t always drink coffee but when they do, Starbucks is such a well known brand that it makes it the obvious choice. Starbucks also has so many other items and drinks for sale that those who DON’T EVEN LIKE COFFEE can buy something that satisfies their pallet. There are also the committed coffee drinkers (those that have become committed to the Starbucks brand). I consider myself one of these people. I am in no way a coffee connoisseur, but if I was, I probably wouldn’t drink Starbucks coffee. The real reason to drink Starbucks is because of the conversation that you purchase with your coffee.

            

When sitting down with a friend at Starbucks, it changes the entire dynamic and conversation. The atmosphere provokes conversation reserved for inmate moments. It is as though the coffee shop has become your own private lounge. While other customers use this lounge to write their novels or even work on group projects; your part of the lounge is entirely your own. The feeling of security enables more serious and intimate conversations to flow. This is what Starbucks has perfected. It is not the coffee that attracts the repeat customers, but the environment that you acquire when entering. I can specifically remember three very important and meaningful conversations that all took place within a Starbucks. It is this intimacy that attracts customers.

While most people see Starbucks as low cultural capital due to its popularity and mass appeal; I believe Starbucks has created something that appeals to those with high cultural capital. When someone first enters Starbucks, they may have one of two reactions in regards to cultural capital. Some may immediately see the brand as a more formal and cosmopolitan store than other major coffee locations like Dunkin’ Donuts. However, the sharper customers may see right through the expensive coffee and Apple computers to see the store as full of conformists; thus making the shop low cultural capital. Yet, if you look deep enough, past the mass appeal, you may find that Starbucks is high cultural capital after all.

The main reason I believe Starbucks to be high cultural capital is because of the reason I mentioned above. By engaging in meaningful conversation you are creating self-actualizing leisure for yourself. You have escaped the real world for 10 minutes to sit and engage your mind. Starbucks is not a coffee shop. Starbucks is an escape for the common man. It is a haven to for even a moment to sit and experience a time idealistic leisure.