For the Love of Joe: The Language of Starbucks
By Constance M. Ruzich
As a self-professed coffee junkie, I an attest to how a slow “cup of Joe” is better than a mere quick fix in the morning. Starbucks is commonly known as the company that built itself one cup at a time. The company’s culture is infused with specialty coffees and the complex factors that constitute a way of life.
Looking back, coffeehouses were shut down in the sixteenth century as coffee was condemned as a stimulant for rebellion, gambling, and sexual perversion (Ruzich, 2008). By the eighteenth century, the cultural views for the pleasurable drink began to perk up. Nicknamed “penny universities” for the cost of a cup of Joe and stimulating conversation, more than two-thousand coffeehouses dynamically launched the specialty coffee movement. Identified in the nineteenth century as an international commodity, coffee has become the nationalistic drink of choice, and the second most valuable trading commodity in the world (Ruzich, 2008).
The driving force in history enlightens the influence of the coffee experience. Expanding, the must-have drink has become a component in our culture by creating patterns of behavior among communities of people. Furthermore, the cup of Joe is becoming a tradition with a specific flavor. Highly dependant on consumption of goods in a culture, Starbucks heavily relies on the discretionary spending of consumers. Starbucks doesn’t stratify the consumers according to social or economic standing; hence, there is no upper class, middle class, or lower class – just the “cup of Joe” class. Rather, the company stratifies its consumers by “taste”. This taste culture bases their choice as a result of personal and emotional reasons. Influenced by the factors of home life, peer pressure, and emotional attachment, coffee is associated with some type of pleasure.
With current annual global sales estimated in the billions, Starbucks has unlocked the romance and mystery of coffee by exposing the social aspect (Ruzich, 2008). Described by the company’s founder Howard Schultz, Starbucks can be described as “an extension of people’s front porch” (Ruzich, 2008). This extension creates what the article refers to as the “third place”, a place away from the daily grind of the workplace and the narrowness of being in the home. (Ruzich, 2008). The company portrays the “A good old place” like your own front porch, attempting to associating coffee with a much needed break from traditional days.
It is not the easy chairs, the soft jazz music, or the café lattes that draw consumers to Starbucks’ coffee shops, but rather the crafted use of language that encompasses the manifestations of love full circle (Ruzich, 2008). Beyond the purchase of a super-dose of caffeine, consumers are reaffirming pop cultural passion. Popular culture appeals to our senses, and the caffeine links it with a “jolt”. The tone for gourmet coffee has become seductive and exotic, triggering the feeling of comfort, self-indulgence, and relaxation (Ruzich, 2008).
The socially acceptable addiction stems from the creative, carefully crafted language that evokes romance, relationships, and self-expression. Starbucks has become a household word, despite their lack of reliance on traditional advertising (Ruzich, 2008). Full steam ahead, the company has become a “word-of-mouth” wonder for encouraging consumers to envision their favorite coffee choice as an extension of their own unique personality (Ruzich, 2008).
Reflecting, Starbucks’ use of language appeals to more than just a craving, the Java shops encompass the language and social experiences designed to foster the feelings of personal enrichment and the desire for human connection (Ruzich, 2008). All the while, they are able to convince consumers that the “good life” can be purchased, and the inspiration is served daily!
Reference:
Ruzich, C. (June, 2008). For the love of Joe: the language of Starbucks. The Journal of Popular Culture: 41, 3, pp. 428 – 442. Retrieved on May 17th, 2009 from http://0-journals.ohiolink.edu.olinkserver.franklin.edu/ejc/issue.cgi?issn=00223840&issue=v41i0003
Jo-
ReplyDeleteI looked forward to reading your analysis, because this article was my first choice when I first seen this assignment. You beat me to the punch, but its okay, I chose another really good article. I too am a coffee junkie, and can hardly function without it in the morning. Starbucks has put together a marketing campaign that is genius. We don’t want mediocre in our lives. We want something special, and we are willing to pay for it. Taking the exception product they offer and combining it with the cozy comfort of their shops is a winning combination. The store puts a lot of effort into the things that make the complete experience one we want to have over and over again. The company makes certain that its employees are content, by offering benefit coverage to part time workers. They also give away free coffee to their employee as an appreciation token. They educate their employees and make every effort to make their employees happy. There is a huge difference in a happy employee serving you in the morning, rater than an employee who appears to be so unhappy with their job they give you no customer service at all. I think this approach that Starbucks took was what was able to make them such a hit, and provide the word-of mouth marketing they wanted. It may be just a cup of coffee, but Starbucks has turned it into a self indulgence and guilty pleasure we love to partake in. I wasn’t sure that company would survive the economy downturn we are now in, but I’m happy to see that they probably will.
I remember when the I phone came out and we stood in line for four hours to buy a phone in Easton at AT&T. Starbucks employees came outside and gave us water, chairs and coupons for future use. I was amazed AT&T didn't offer anything and here was a store next door who wasnt mad that we were in the way of business offering us free products. That says alot about Starbucks management and the extra mile that they go to make their customers happy. Even though I am not an avid coffee drinker, I will patronize Starbucks for the outstanding customer appreciation that they demostrated on that day. As for the article, I can see the true statements in what they demostrated that day.
ReplyDeleteI am not a coffee drinker, but I thought that your article critique was quite informing. I never understood how people spent that much on a cup of coffee. Starbucks is a great company and I respect their line of buisness. Good job.
ReplyDeleteI am a coffee lover too and know what is means to enjoy a good brew of a good bean. I like your analysis, interesting that in the early days coffee was condemned for causing illicit behavior. In today's world alcohol is the culprit and coffee is the good guy.
ReplyDeleteGood read!
Coffee and Starbucks is definitely a part of pop culture today. According to The National Coffee Association of U.S.A, Inc, “recent lifestyle changes have become ingrained enough to be maintained, even in a difficult economy” (National Coffee Association of U.S.A. Inc, 2009). I find this to be a huge sign for what coffee means to our culture. I am taking my marketing Capstone class right now which is all based around a coffee company called Great Cups of Coffee. I’ve learned more about coffee than I know about any other product or commodity. I thought that hearing about coffee everyday would make me hate it but rather I want it more and more each day! Good analysis!
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Reference
National Coffee Association of U.S.A, Inc. (2009). National coffee drinking trends 2009. Retrieved May 4, 2009 from http://ncausa.org/custom/headlines/headlinedetails.cfm?id=667&returnto=1.
I thought your analysis was very good. I'm a coffee junkie. I have at least two cups when I first get to work everyday and at least one or two more sometime during the day. I had never tried Starbucks until I went on a shopping trip with my niece and she had me try a Java Chip Frappucino. I'm hooked now. Everytime I'm in a mall or town that has a Starbucks's I have to indulge myself. It's a good think there is not one in my small town.
ReplyDeleteI thought this was a very interesting article about the history and modernization of coffee. I cannot get my day going without my caffeine boost in the mornings. I also never knew about the condemnation of coffee in terms of gambling, sexual perversion, and rebellion. I found that part of your article to be very interesting. It seems like society has always chosen a "mind altering" substance to condemn. Whether it be coffee, alcohol, marijuana, etc. Very good article critique.
ReplyDeleteWe are all emotional beings and to have a marketing strategy that appeals to our emotion is definitely a smart and effective move. We all look forward for a certain satisfaction after consuming Starbucks coffee. Satisfaction appears to be the theme for Starbucks word-of-mouth marketing strategy. The careful choice of words in their strategy has made it possible to have coffee as part of some person’s daily ritual. By simply associating coffee with one’s front porch does a lot. It is very inclusive, no one is exempted from partaking in that special coffee, and it has definitely become a part of the pop culture. Can you imagine words such as exotic, seductive, comfort, relaxing being associated with just a simple cup of coffee? I guess I have to agree with Ruzich (2008) when he says, it is “the crafted use of language” that attracts those coffee users. I do not use drink coffee, but after reading the article I am tempted to try Starbucks coffee. I really want to experience that “good life.” When I think of how long coffee has been around - 16th century - and still is around today I wonder if that particular pop culture will ever disappear.
ReplyDeleteVery well written critique Jo! I never actually thought about the lack of advertising with regards to Starbucks. That is an amazing fact considering the amount of money other companies spend on advertising. I drank coffee for thirty years before giving it up about three years ago. I would consume on average ten cups per day. I have a friend who married a Jamaican girl and he would send me Jamaican Blue Mountain coffee, supposedly the world's most expensive coffee. I never understood the popularity of Starbucks. I always found their coffee to be very bitter compared to other brands. Maybe it is all the latte-style drinks that people liked.
ReplyDeleteI never realized the lack of advertising either. Since I had my son, I can't drink coffee. I know that ever since Starbucks opened a place two blocks away from work, I cannot believe the people in our building that just "have to" run over there on their breaks to get their coffee. Some many varieties. There is one thing that I always associate coffee with, my parents home. During the summer, my parents would sit out in the evening and drink one or two cups of coffee while the temperature cooled down.
ReplyDeleteEverybody loves Starbucks, it rings pop culture. I never had Starbucks but everybody seems to love it, I told myself that I would try it someday just to see what the hype is about because a lot of people I know go crazy over it. Good article, just writing this made me want to go out and try it right now.
ReplyDeletehello... hapi blogging... have a nice day! just visiting here....
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