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| New Wave CoffeeFrom Adbusters |
| Jumat, 14 Maret 2008 |
New Wave CoffeeFrom Adbusters
For centuries, coffeehouses have been the epicenters of counter-culture. Their caffeinated brews served as a refuge for radicals and fueled debates about politics, culture and arts. Capitalizing on this historical significance, Starbucks crashed the scene in the 1990s with an aggressive expansionist agenda. It rapidly flooded the market, replacing the social and intellectual dynamism of coffee shop culture with a top-down illusion of community.
But after a decade of dominance, the Starbucks global monolith is crumbling. Last year, the corporate coffee giant saw stocks plunge, competition increase and general confidence in the company dwindle. Sir Paul McCartney, one of the highest profile musicians signed to the Starbucks’ Hear Music label, even admitted that he prefers his cup of joe from independent coffee shops. “I go to the café next door to one of the Starbucks, to my everlasting shame,” he told the media.
It seems the more Starbucks expands, the more its mystique is falling apart. No longer caught up in the whirlwind of Starbucks hype, coffee drinkers are becoming increasingly dissatisfied with the homogenized, cookie- cutter culture that has taken over their neighborhoods.
Already faced with long lines and inflated prices, coffee consumers now complain that Starbucks cafés aren’t comfortable, the coffee aroma has vanished, the pastries are stale, the shelves are full of tacky gifts and the coffee is crap. Earlier this year, Consumer Reports famously ranked the McDonald’s house brew ahead of Starbucks in a taste test, criticizing the latter for being “burnt and bitter enough to make your eyes water instead of open.” It’s a fast-food model of rapid-fire consumerism that has obliterated the sort of community that used to characterize coffeehouse culture.
Meanwhile, the international politics behind your double tall, no-whip frappuccino continue to leave a foul aftertaste: along with its union-busting and resistance to fair-trade coffee, Starbucks has guiltlessly set up shop in Guantanamo Bay, where the US has been torturing suspected terrorists without charging them, and across US military bases in occupied countries. In countries like Saudi Arabia, where Starbucks has also expanded, it enthusiastically endorses gender segregation in its shops.
Starbucks diminishes the world’s diversity every time it opens a new outlet; perhaps an emboldened bunch of new wave entrepreneurs will start to reverse that trend. In a move calculated to inspire indy coffee entrepreneurs everywhere, Adbusters is planning to open a Blackspot Café right next to one of the nearly 200 Starbucks in Vancouver, Canada. The goal is to prove that fleet-footed independents plugged into authentic, local culture can outmaneuver bureaucratic monsters like Starbucks in shop-to-shop combat. Once our café is up and running, we’re hoping to see similar ventures spring up in cities around the world.
Starbucks’ ruthless expansion tactics have also hurt its image as the cozy neighborhood coffee shop. While it portrays its growth as an innocuous endeavor to meet the demands of its consumers, the truth is that it uses a series of dirty tricks in order to try and run small, independent coffee shops out of business – stuff of renown, like buying the leases of independent shops, flat-out intimidation or passing out free samples outside the front door of independent competitors.
Once our caf is up and running, were hoping to see similar ventures spring up in cities around the world. While it portrays its growth as an innocuous endeavor to meet the demands of its consumers, the truth is that it uses a series of dirty tricks in order to try and run small, independent coffee shops out of business rubbish. starbucks is one of the most succesful businesses of all time, their business model is flawless, they aren't crumbling at all they are going from strength to strength and will continue to grow. an attack on starbucks is an attack on business as a whole. have you ever thought that independants might not even exist if starbucks havent made coffee a worldwide passion? dirty tricks? wake up. thats the world of business efficiency, beating the competition. study economics and force business to pay externality costs. politics is the only way to control business. advocating independants? useless, an independant if succesful would grow and would merely be another multinational chain.chris woodfield
Here in Japan, Starbucks opened its franchaise with a NO SMOKING policy, and the chain has thrived in part because of that. Other coffee places, chains and indies, are under pressure to go smokeless. Some have at least separated the areassmokers on another floor, or in separate areas. Not a perfect solution, but getting there. For that reason alone, I go to Starbucks. As I find other coffee houses with no smoking I shall patronize them, too. I give $$$ its due. Patricia
I think it is sad that Starbucks is matching up with music and art and the fact that we let them condition us to think that they are not going to keep rasing the prices and decreasing the quaility the whole thing and the name just is ugly.Jennifer W
Why speaking against Starbucks and corporations, over and over again? Because people carry on their lives overlooking the sour. This chanting will be continuous until you wake up and grow a conscience out the Darwinian mindset. Write a novel on your laptop while seeping latte in a nonsmoking room, or weave your lifestyle around a multinational ideology that knows your desires so well. But not before you first question the practices underneath. Bringing down corporations is not feasible and even if it were, it wouldn't be conducive. But they can be told to refine their policies if we, the consumers, choose to.Ren
The falling Starbucks recent closing down to rain or whatever is pathetic and shows yet another weakness. Maybe a list of open Indie coffee shops posted here would be cool and a welcome poke in the eye to the mainstream burnt water served at starbucks.gregory
At least when I bring in food from an adjoining store, Starbucks does not tell me take it back out. Others have said you can not bring outside food inside. In some respects your article is anti corporate, how does any retail chain compete, they have to play hard. And your rhetoric is a bit bitter to the taste of writing, hate.Paul
I would have to agree with Brian's previous comment. Flooding the market with an anti-Starbucks is not what the article's true intentions give to me, but you should help other independent, nonchain stores.Anonymous
Chris, Coffee was a world wide passion in the 1800s. Starbucks is newer than the oldest coffe shops, it's just bigger. I think the purpose for the article is that, rather than fight the abyss, adbusters wants its readers to each make one independent coffehouse, rather than make blackspot a franchise.Nick
Don't give Brian's everywhere a bad name. Playing the arrogant activist who notices a mention about anticorporate hypothetical coffee stands in an article in Adbusters won't get you noticed or props. Don't be a rhetorical activist, choose your battles brother.Brian
Starbucks isn't the only coffee shop chain helping in the War Against Terror. The Canadian donut & coffee chain Tim Horton's has been in Afghanistan giving Canadian troops coffee and donuts for troops tired after fighting the Taliban.Mike Smith
I would say it's just an example, Bryan. That's what works for people when they have certain examples to be come familiar with. It's absolutely no promotion for me, living miles and miles away in Central Europe in Slovakia, where we neither have Starbucks, McDonalds, nor Coffee Chaos. Lenka
the truth is that it uses a series of dirty tricks in order to try and run small, independent coffee shops out of business.a good example: Bryanultraka
Bryan, it's pretty pathetic that you feel the need to find faults that don't exist. This article is not promotional, and neither is Adbusters anti-corporate. The writer is simply indicating that Adbusters intends to open a competing indie store. How can you promote something that doesn't exist?Wells
I patronize all coffee shops. Starbucks' coffee leaves much to be desired. I find most indie shops brew better Java. Tim Hortons tosses their thermo coffee every 20 minutes! The best chain coffee shop in the US is It's A Grind, originated in Long Beach, CA and now franchising all over.Jon Adams
I don't understand what the point of this article is. If Starbucks sucks so bad, and mom and pop coffee shops are on the come up, then don't worry about it, consumers speak with their dollars. Instead of talking about how indie coffee shops are successful despite Starbucks, you spend most of the article talking about how you think Starbucks is so horrible.Tom
Phoenix, I agree but it makes life more bearable when I am not constantly surrounded by corporate propaganda and advertising from these corporations. However, what is worse is that I see them slowly becoming successful... while you have come to the point when you actually have to fight it. Almost nobody understands the mechanism of propaganda and corporations in Slovakia. So I just wanted to oppose Bryan's opinion by saying that Adbuster's article inform about the current situation and the main point wasn't advertising.Lenka
Here in my hometown in germany there are a couple of corporate coffee shops like those named in this article... but there are just not competitive to our coffeehouses with there destinctive variety of european cakes and culture flavored goods. So I think people should go where the taste , in every realm, is best... seB
That's right Bryan: I think the article is anticorporate. Did you read the magazine name ADBUSTERS? I wonder why we are surprised to find anticorporate articles here. Besides, corporations have good and things. Being anticorporate is not a sin.J Papi
Here in Italy there's no Starbucks outlets just because our local shops serve very good coffee at at least half of the price of Starbucks... And there are coffeeshops round every corner... The competition would be unbearable. Moreover, Italians love their coffee shops where you can have a relaxed chat or just stand drink and go out. The atmosphere in Starbucks is everywhere the same and it's what I personally look for when I'am abroad.LIL
Chain coffee joints make me want to barf. I work for a local coffee roaster and we sell fair trade, organic coffees roasted just about daily. I pull espresso and actually have to know what I'm doing instead of pushing a button that decides whether to froth the milk for a latte or a cappuccino. The regulars in the shop are friendly and don't talk on their cell phones when ordering. And the majority of them go far out of their way to avoid places like Starbucks and Dunkin' Donuts which leaves me hopeful. In the meantime, let's just help people understand that just because it's overpriced and from Starbucks doesn't mean that it is good quality. julie
Starbucks sucks and they have lousy coffee. People who drink Starbucks are ignorant to what a good coffee tastes like.Biff
Lenka wrote: living miles and miles away in Central Europe in Slovakia, where we neither have Starbucks, McDonalds, nor Coffee Chaos. No one is safe from the Corpacazis. phoenix
There is only one good thing about Starbucks, the health insurance. Everything else can go to the wayside. But let us not forget the one thing that made Sbux huge, the customers. Too often we blame governments, corporations, etc. when the people are to blame. We make or brake the system and to often we are the culprit for the things that go wrongs. So don't point your finger at Starbucks that people wanted to pour their money at them. Blame the people. Luis Liste: Starbucks Employee
Many of you speak of antithis, antithat... whatever. Luis, the employee is right. We are an ignorant culture here in the US to think Sbux was the end all, beall of coffee. I, personally avoid Sbux, no matter which city I travel to. It is so over inflated it makes me sick! I have seen a shot of espresso cost as much as $2 extra in a Sbux, instead of $.25$.50. Or the fact that a Venti contains only 2 shots... you are paying $6 for 20oz of milk and sugary flavors with a hint of stale coffee. I think it's about time Sbux suffers a bit. Hurray for the independents taking a stand to bring good coffee and pastries to the communities. I work at a very large corporation, the largest of it's kind in the world, so believe me I understand the corporate ways. But when a company like Sbux allows their product to suffer to much it's just sad, and inflating prices should be penalized! Lastly, the rest of the world caught onto the Sbux craze because the US did. The ongoing ego of the US trying to impose itself on the rest of the world is overly evident in this growth. Again, hurray to the other companies not letting Sbux buy out their properties! I have seen it happen! My favorite chains losing out to bids to Starbucks because Sbux has the money to offer more than the other. Anyway... go drink GOOD coffee, people! Not Starbucks.Erik
I still don't get the idea, how a product/coffee shop that sports a black spot instead of another logo is more authentic, independent or good than a corporate one. I don't like star$ but advertising your opening of a coffee shop as some sort of countercapitalist action is ridiculous, sorry guys. Same applies to the blackspot sneaker. You only created a brand for the independently minded middle class kids with the need to differentiate themselves. You're using the same mechanics as the corporate world what is your storetostore combatthing other than normal market competition?Tobi
Interesting article. With the current economic situation in the USA's recession, probably headed towards a depression, people won't have an extra $5 a day for their coffee. Luxury goods are the first thing people are gonna cut when the money gets tight. I think Starbucks is going to get hit hard by the collapsing economy.Jennie
Wouldn't it be hilarious if within few decades the globe was under the iron heel of Blackspot Megacorporation? Seriously though, have you no sense of irony nor self-reflection? Do you honestly believe that Blackspot is an anti-logo? Do some googling - yours is not the only black spot logo. And what culture do you think the upscale supermarket chains and Starbucks emerged from? It was organic, local shops, the alternative to the faceless, profitcentric business model megacorp. The upscale glossy Adbusters is already part of a gentrified pseudobohemian lifestyle that includes world cinema, indie rock, and turning activism into entrepreneurship. It will be interesting to see what happens with the Blackspot Frankenstein.Brant
Interesting the amount of chat generated by coffee, seldom see this much interest in a story about banking or cooporate greed.John
The Starbucks chain should be under pressure. It costs $18 a pound for slavery free fair trade coffee at Starbucks. At a fair trade shop in Winnipeg called 10,000 Villages fair trade coffee sells for $12 a pound. Finally, fair trade organic coffee is sold at The Canadian Superstore for $5.99. Starbucks is creating an opening for its own demise. If they would lower prices and accept lower profits it would help them with market share. As long as people want cookie cutter coffee then they will stay in business.John
Although smashing all competition into dust would send beams of joy through the Starbucks empire, and despite their attempts at putting mom & pop out of business, Taylor Clark's book Starbucked reveals that almost without exception, indy coffee shops increase business when a Starbucks moves in around the corner. He attributes this to a widening of the coffee consuming audience in any particular neighborhood. He claims that noncoffee drinkers are more inclined to start drinking SB, and will eventually end up at the indy shop. Sounds crazy I know, but the numbers he cites paint SB a rather ineffective fly swatter. PS I AM against the homogenization of local culture, and I DO think SB's brew sucks.Lee
I don't drink in Starbuucks. Mainly for the reason that when I walk down the highstreet in Canterbury and have to do my best to avoid the propaganda shouted from the bottom of the corporate lung, I'm too sick when I eventually walk straight past the front entrance to stomach a cup of coffee. There are now 2 branches of this particular chain in the same stretch of historic street, one of which is right on the cathedral entrance, both accompanied by the signholding sandwich boardwearing lost souls that you sadly now see along the entire length of that same street. Starbucks' business tactics will succeed or fail on the whim of the customer, but I wish I didn't have to hear about it from every street corner.Rob
um....how about just laying off the java? it has become the new cocaine!anonymous
If you open up your own coffee shop what is to stop you from becoming just like starbucks.Spaz
I live in Calgary, AB and unfortunately there are not a lot of indepedent coffee houses throughout the city. i find myself forced to go to starbucks or second cup when i'm in a rush... unless i want to go half an hour out of my way in traffic... yesterday I was picking up a drink at a starbucks and requested a frappaccino with soy instead of regular milk and was told by a supervisor that they were not allowed to make them with soy milk. I asked why and he said that they couldn't put soy milk in the blenders, to which i again asked, why? he stared straight at me and said, this is what corporate starbucks has told us. we don't ask questions, we just do what we're told. I felt sad for him. Andrea
hmm, I guess I'm in trouble because I'm 32 and almost bought a pair of blackspots because I thought they looked nice and were vegan...guess I better not, I don't want people to think I'm an independently minded middle class man with a need to differentiate myself!dennis
Julie, please don't lump Dunkin' Donuts in with Starbucks. There's a difference. Starbucks professes to sell high-quality, artisan coffees at an exorbitant price, whereas Dunks gives you exactly what you go there for: cheap, decent, fast coffee, to go. It's not great java, by any stretch of the imagination, but it accomplishes what it's there to do, without any frills. If you come to Boston, you'll see there's a ton of great, local coffee spots for the discerning coffee drinker, but there's also a Dunks on every corner which we don't mind, since it's a local company, for when you just don't have the time to sit and enjoy your coffee.Jim |
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