Starbucks: Creating A World of Caffeine Addicts

Of all the retail food establishments in the world, no other brand has a stronger presence and commands more attention than Starbucks. Almost everyone is familiar with the distinctive green logo set against a stark white background; and no one can resist the calming yet strangely exciting aroma and taste each cup of freshly brewed Starbucks Coffee is known for.

The proliferation and rapid spread of Starbucks Coffee outlets the world over is, in itself, an unbelievable feat. Who would have thought that the coffee shop Howard Schultz established in Seattle way back in 1985 would spawn more than 2,500 retail outlets all around the globe.

Although many are pleased that the presence of a Starbucks outlet in their neighbourhood would mean easier access to much needed jolters, many are wondering if Starbucks has, through their marketing strategies, the desire to be globally competitive, and to boost up sales, inadvertently, created a world full of citizens who cannot function normally without having their daily dose of caffeine.

People who need to take in a few cups of coffee in order to perform their tasks well may be afflicted with what could probably be the most common, simplest, least threatening, and least diagnosed kind of addiction there is: caffeine addiction.

Though most do not consider caffeine as a drug, it actually can be and is classified as such. It is a stimulant and it affects a person’s central nervous system by stimulating the heart and giving coffee drinkers a boost of energy; and also one’s metabolic system (it is mildly diuretic). So far, there are no documented ill effects (the theory that caffeine increases the risk of heart diseases, cancer of the breast, ovary and pancreas have been debunked) apart from anxiety, inability to fall asleep, nausea, jitteriness, headaches and accelerated heartbeat (or palpitations). Caffeine is found mainly in fruits and nuts such as coffee beans, tea leaves and cocoa … raw ingredients of most of the products Starbucks Coffee carries.

A quick glance at any Starbucks outlet and you can see just how wide-spread this addiction has become. Scores of people form a queue every morning, because they need coffee to jump start their day; drop by at lunchtime and you’ll see quite a number of people ordering a cup of espresso together with their Starbucks salad. The influx of patrons does not end at 5:00 pm, after work is through. The crowd, actually, grows. Workers linger at Starbucks and talk about the day that was with a cup of coffee on one hand and a lighted ciggie between the fingers of the other. Students drop in for a quick fix so they can stay up all night and sometimes, they even opt to study at Starbucks! Seeing patrons linger at Starbucks for hours on end is not uncommon. A lot of people are attracted to the venue, not only because of the coffee, but for its total ambience. And why not, with its soft and cushy seats, soothing music, relaxing piped-in music and the smell of freshly brewed coffee – why would anyone want to leave?

In addition to the very inviting and calming atmosphere, Starbucks owes much of its staying power on the way their product has been packaged and how they have, in one way or another, become a way of life. Starbucks is now almost as synonymous to coffee, as McDonald’s is to burgers. If you’ve been invited to have coffee after work, immediately, images of white paper cups with the green half-mermaid logo will come dancing in your mind.

If Starbucks has indeed, created a world of caffeine addicts, it would be safe to assume that it is not intentional. Like any business establishment, Starbucks simply recognized a market need (coffee in the morning) and set out to respond to that need – in style and with added benefits. Instead of just providing just coffee, added other products such as cookies, cakes, and other nibblers which taste great with coffee in the mix. Since patrons now have something to munch while they sip their drinks, why not put in a few tables and chairs? No one likes to eat standing up, right? No one likes to sit on uncomfortable chair either so might as well give the paying customer a little more comfort by using cushy cushions instead of hard-backed chairs; and playing great music to ease his tension? To make sure that the patrons remember the excellent service and exceptional coffee drinking experience, why not throw in a few gift items such as coffee mugs (emblazoned with the Starbucks insignia) which he can bring along wherever he is. That way, even if the brew is not from Starbucks, having a container from that heavenly coffee place may make him relive the experience. It’s just unfortunate that the brew that they peddle has addictive properties. And being an addictive drug, the more Starbucks Coffee you consume, the more you will crave for it, thus giving them more business, and subsequently giving them more funds to expand and introduce the Starbucks coffee experience to others.

Caffeine addiction is, however, can be cured and one need not check in rehab institutions to do so. Simply avoid coffee (or any caffeine laden product) for a few days and voila … you will be free of the addiction in no time at all. However, expect to feel withdrawal symptoms such as increased irritability, restlessness, muscle stiffness, headaches and chills (and/or hot spells).

Drinking coffee, per se, is not bad. In fact, researches have shown that a dose of 3 cups of coffee a day can promote better health. It reduces the risk of asthma, sharpens the mind, improves the mood and may even protect the drinker from Alzheimer’s, Parkinson’s and cirrhosis of the liver. Actually, drinking excessive coffee isn’t all bad either, that is if you can handle palpitations, sleepless nights and being extra jumpy. Being overly dependent on coffee can, however, be an issue.

The rise of coffee or caffeine addicts in the world can not and should not be blamed on the presence of Starbucks on every continent on the planet. Starbucks is merely a conduit. If fingers should be pointed, these may be directed to the company’s marketing team. Had it not been for the way they have successfully packaged and introduced the product to the buying public, Starbucks would not be enjoying the success (and the blame) it has today.