Laura Giaccari

Engl 216
Backgrounder- Rough Draft

Independent Coffee Houses Vs Starbucks- What’s The Issue?

Over the years many people have been complaining that independent coffee

houses cannot survive due to a phenomenon known as the Starbucks. Since their first

shop opened in 1970 in the town of Seattle Washington, Starbucks has been a growing

corporation, and can be found on every corner in every city. The success of Starbucks

is due to its age old beliefs of brewing the finest coffee for their customers. They serve

nothing but the best, and offer the friendliest experience. Having patented names like

TAZO tea and the all time favourite Frappucino, Starbucks continues to thrive in the

coffee shop industry.

The issue with Starbucks dominating the coffee scene leaves independent coffee

shops struggling to keep up. When people are looking for a fast latte, or machiatto on

the go they turn to the Strabucks drive through, because they offer a service they are

familiar with. The International growth of Starbucks has allowed them to garner a type of

brand identification. A majority of Starbucks coffee shops offer the same drinks, with the

same names, which allows someone from the Bahamas to order a drink in Montreal that

they are familiar with, because it doesn’t change from country to country. In simpler

terms Starbucks “turned coffee into an identity” (Smith).

Many people say that through such vast expansion methods Starbucks is trying

to create a monoculture that revolves around corporations. In their mission statement

under the heading customers Starbucks states:

When we are fully engaged, we connect with, laugh with, and uplift the lives of our

customers— even if just for a few moments. Sure, it starts with the promise of a

perfectly made beverage, but our work goes far beyond that. It’s really about human

connection.

This part of the mission statement leads us to believe that Starbucks is adamant about

pleasing their customers and creating a perfect Starbucks experience for both regular

and new customers.

In the past, independent coffee shops have failed to launch due to the

overwhelming growth and success of Starbucks. Starbucks has made it their mission to

overtake the world of coffee drinkers, they have taught people to order in their lingo

mezzo, grande and venti. People on the street and in the office begin using “starbucks”

as a noun the sentence “I need a starbucks” is becoming more and more popular.

Independent coffee shops cannot succeed if “the company [Starbucks], which opens six

stores a day, has been accused of buying properties so close to each other that it puts

independent cafes out of business (Smith). Starbucks as a corporation purposely tries

to shut down local independent coffee shops in order to create a monoculture of coffee

drinkers.

With Strabucks’ brand identification and goal to open 40,000 branches,

independent coffee shops are losing a battle against a powerful corporation. Local

coffee shops need to be able to offer something that Starbucks doesn’t in order to do

well.