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Naomi Carmona
Professor Ledbetter
WRA 110 -006
15 February 2013
Starbucks: A 21st-Century Cultural Icon
The smell of fresh-brewed Starbucks coffee is one of those things that makes my heart
beat faster than usual; [use a comma]probably because it promises other good things in the air:
lively conversation, pleasant thoughts and inspiring music. When I go to Starbucks I usually
stand in a long line waiting for people to finish their complicated orders, and then when it’s my
turn I order a short (small) Iced Single Venti Mocha. Just the taste of the Mocha in my mouth
shows that I’m a happy costumer. Starbucks coffee has become an important part of our lives. Its
logo, known as Siren, is widely recognized and can be found in places from California to China.
It is used in movies, and celebrities are often pictured with this coffee in their hands. This
product placement has become a form of free advertising for Starbucks and the popularity of this
brand has benefited drastically from it. Starbucks has become more than just a symbol of a great
cup of coffee; it is a product that symbolizes the global success of the Starbucks brand and the
importance of the social nature of coffee drinking all over the world. [Nice thesis statement!]
The first Starbucks store opened in Seattle, Washington in 1971. Ever since, it has been
growing and spreading all over the world, and “Starbucks now operates in thirty countries
worldwide. In China, upwardly mobile young people are hungry to experience more of the
American lifestyle” (Plog 286). As everyone knows, the logo of Starbucks is a green female
mermaid with two tails. It comes from a Moorish Idol in the middle ages. It shows an idea that
combines the traditional and modern cultures together. The name “Starbucks,” taken from Moby
Dick, is a name of a mate from Melville’s journal who likes drinking coffee.
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In 1990, coffeehouses were little known in America, apart from those located on or near
college campuses. In fact, the term coffeeshop “usually denoted family-style restaurants that
served full meals, and coffee represented only a small portion of the revenue. More recently that
usage of the word has waned and now ‘coffeeshop’ often refers to a true coffeehouse”
(Coffeehouse). The word Starbucks has become synonymous with coffeehouse. When someone
says, “Let’s go to Starbucks,” they are thinking of going to a place like a café of a place to sit
down and chat.
The Starbucks brand’s success is due to the quality of their product. There is a lot that
takes place in getting the best coffee beans. People are hired to handpick coffee berries, where
only the ripe fruit is removed. There are two steps that need to be done before the coffee beans
are ready. The first method is wet processing, which is usually carried out in Central America
and areas of Africa. “The flesh of the berries is separated from the seeds and then the seeds are
fermented – soaked in water for about two days. This dissolves any pulp or sticky residue that
may still be attached to the seeds. They are then washed and dried in the sun, or, in the case of
commercial manufacturers, in drying machines” (Coffeehouse). [This quote needs an
introduction] Next is the drying process, which takes place in Brazil and Africa. There the
berries are cleaned by separating twigs or anything that gets into the berries when that is all done.
“The fruit is then spread out in the sun … for 2–3 weeks, turned regularly for even drying. After
processing has taken place, the husks are removed and the seeds are roasted, which gives them
their varying brown color, and they can then be sorted for bagging” (Coffeehouse). Then the
coffee beans are shipped to America and taken to Starbucks stores for us to enjoy the coffee.
The Starbucks brand has become highly recognizable, both based on its quality and
notoriety. Starbucks CEO Howard Schultz, who acquired Starbucks in 1987 from its founders,
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says Starbucks is so successful because “the company is absolutely dedicated to brewing the best
cup of coffee in the world” (Plog 285). In addition to focusing on quality, the Starbucks
Company recognizes the ability of coffee to raise people’s spirits when they feel tired, and
because of this, provide an equally pleasing atmosphere in their stores. Customers flock to these
locations for great coffee, company, and atmosphere.
Starbucks culture is popular among students, who use the complimentary internet access
to listen to music, check email, and chat or study with friends. Business professionals also come
to rest, grab a quick snack, or chat with friends. They can also use the internet to contact their
business counterparts. People think of the coffee house as a social place.
In accordance with the changes that have occurred in the last few years, Starbucks
continues to seek out ways to evolve as a brand. They have given consumers opportunities to buy
their coffee beans and grounds and brew them in their own homes. You can now go to Starbucks
website and personalize your coffee; it takes you step-by-step, giving you choices on what to
add, and even allows you to share your creations with friends. Another aspect of the coffee
market that Starbucks has capitalized on is the creation of the personal coffee maker, namely the
keurig. This trend allows consumers to brew individual “k-cups” of coffee instead of an entire
pot. There are countless flavors of Starbucks coffees available in “k-cups” for, giving the
consumers more choices for their morning cup without having to wait in line. Due to the
international presence of the Starbucks brand, consumers can travel to another country and still
be able to order their favorite cup of coffee. There are other brands, like Biggby, that have tried
to copy the Starbucks business model by offering similar products (coffee, scones, bagels, etc),
but Starbucks is at an advantage due to their early presence in the market. Consumers are more
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than willing to wait in line, listening to countless complicated orders just to get their coffee. As a
culture we value individuality which is reflected in Starbucks coffee.
Starbucks is very easy to find if you are looking for a simple cup of coffee. Thankfully,
Starbucks has so many locations available across the country that it is hard to not notice one on
the streets of any city. Since there are so many, this can define how Starbucks coffee is
consumed. Starbucks reflects our [values of?] individuality and social place. If you were visiting
a city and wanted to grab a cup of coffee with a friend, instead of looking for a café you might
just walk a few blocks to find the closest Starbucks. Other people may decide to look somewhere
else because of the price range. Still, Starbucks has become such a popular and comfortable
destination for locals and travelers across the world.
Naomi, great work! We talked about this draft a few times and I think the changes you made are
on point. This is a great cultural artifact analysis. I do think you could make your definition of
technology a little more apparent--it’s clear that Starbucks coffee is a technology, but I’m not
sure what your own definition is. Otherwise, there is very little to change here! 54/60 90% 4
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Work Cited
"Coffeehouse." Wikipedia. Wikimedia Foundation, 02 July 2013. Web. 08 Feb. 2013
Stanley, C. Plog. "Starbucks: More than a Cup of Coffee." Cornell Hotel and Restaurant
Administration Quarterly 46.2 (2005): 284-7. ABI/INFORM Complete. Web. 29 Oct.
2012.