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Boston Phoenix -
"Simon's book is a fascinating, sometimes dispiriting look at how Starbucks is emblematic of some deeper socioeconomic phenomena at work in this country over the past decade and a half."
Introducing the Starbucks Moment 1
1. Real Coffee 21
2. Predictability the Individual Way 58
3. It Looks like a Third Place 82
4. Self-Gifting and Retail Therapy 122
5. Hear Music for Everyday Discoverers 149
6. Not-So-Green Cups 173
7. Sleeping Soundly in the Age of Globalization 201
A Note on the Research 247
Selected Bibliography 279
Posted December 5, 2009
Having owned a few coffee bars near Starbucks locations, I was very interested in their marketing methods and development of product. I did discover something which I already knew but did not realize how calculated the effort was: that is, that the amount of coffee consumed in most of the expensive, sugar and calorie laden drinks is a very low percentage; and, that this account for a large portion of sales.
I was also interested in the aspirational impression that Starbucks has made on the average consumer, which accounted for much of their phenomenal growth.