There are few things on which I regularly spend an exorbitant amount of money. These items include gasoline, sushi, phone accessories and Starbucks coffee. I cannot recall when or where, but some blessed person once introduced me to those deliciously handcrafted beverages, and I have been hooked — and thus shelling out the big bucks — ever since. I’m such a sucker for their overpriced products that they took pity and issued me a fancy gold card with my name on it that may as well scream, “I have spent a ridiculous amount of money here and am powerless to stop.”
Despite the “rewards” my card gives me, I can see through my coffee goggles into their clever marketing technique, and how it keeps me coming back like the drone that I am.
Until recently, as a loyal customer, I was in Starbucks every morning like clockwork, ready to do my part for the company. Steaming cup in hand I’d emerge, ready to battle the day. Lately however, I have been forced to cut back. I don’t have the funds to support my addiction anymore, and my gold card is finding itself swiped much more infrequently.
Instead of waking up 20 minutes earlier to wait in line at Starbucks, I wake up five minutes earlier and hit the button on the brewer. No special syrups, steamed milk, whipped cream, anything. Sounds horrific, doesn’t it? How can I possibly begin my day without a $5 beverage in a white and green cup?
In the wake of this lifestyle change, I have come to a realization. It’s not the drinks I crave, it’s the experience. I understand it’s hard to imagine the act of buying a cup of coffee as an “experience,” but think about it: entering the shop, smelling the aroma, seeing the familiar items for sale on the chalkboard menu, the friendly baristas greeting you in their green aprons, so anxious to make you the perfect beverage. And need I even mention the coveted holiday cups and accompanying seasonal beverages? All of these things are what make the Starbucks experience, and they’re the reason why the corporation can charge such exorbitant amounts.
Starbucks has a niche for everyone, be it for the preteen girls giggling over frappuccinos, stressed out college students gripping venti- sized cups, or young professionals hurriedly rushing down espresso before a big meeting. It is defined not by the beverage, but by the customers and feeling one gets when experiencing the product.
The association that comes with the type of people who regularly visit Starbucks is what allows the company to be so successful yet so overpriced.
Of course the drinks are delicious, but are they as delicious if presented to you in a plain white cup? It’s not nearly as exciting if your double tall latte isn’t in the signature cup with your name scribbled on the side, is it?
I still enjoy the occasional fancy drink, but it’s just not practical to be a daily indulger. I am slowly learning to embrace my new morning coffee routine involving a simple coffee maker and some flavored creamer. As hard as I tried to be the Starbucks drinker, it’s just not economical. And sooner or later everyone will agree.
For now, however, this corporate giant will continue to squeeze us dry as we obediently purchase overpriced mochas in search of the comforting familiarity Starbucks provides.
Laura Ellermeyer is a first-year finance student. Her column appears on Tuesdays.
