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5 reasons to enjoy your coffee at Starbucks - a rebuttal
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Last week, our very own San Diego Coffeeshop Examiner encouraged coffee drinkers to drop their Starbucks habit and patronize local cafes. She criticized Starbucks for being a "big-business" and offered her top five reasons why we should shun the Seattle-based coffee company.
Since I'm not one to shy away from a good debate, I've decided to respond to the San Diego Coffeeshop Examiner (SDCE) on behalf of loyal Starbucks fans everywhere.
Reason #1: Price
There is a misperception that Starbucks coffee costs $4. When in actuality, the average price of a Starbucks beverage is less than $3, and Starbucks brewed coffee starts at around $1. The company also prices its beverages according to the market to remain competitive. Sharon Zackfia, an analyst from William Blair & Co, told Reuters, "The reality is that most Starbucks rivals — with the exception of McDonald’s — have the same pricing." Now, if you order a venti-sized Caramel Macchiato with all the bells and whistles, you may pay over $4.
Reason #2: Wi-Fi
SDCE claimed that "almost everywhere you go offers free WIFI, except Starbucks!" The truth is you can get two hours of free Wi-Fi a day at your local Starbucks. All you need to do is register your Starbucks Card and use it at least once a month. Also, there is a growing trend among independent coffee shops to pull the plug on laptops. It appears some laptop users spend hours in a cafe and nurse one small cup of coffee to the displeasure of the cafe's owner. You can read more about it in the Wall Street Journal.
Reason #3: Quality
SDCE wrote that "Some may like the coffee at Starbucks, but as a true coffee connoisseur would know, it isn’t the best quality." What is the basis for this statement? You shouldn't confuse coffee quality with taste profile. Taste is subjective. Starbucks prides itself in its strigent coffee quality requirements buying only the highest quality arabica coffee beans grown at or above altitudes of 3,000 feet (1,500 meters). Starbucks is the only coffee company in the world to open three Farmer Support Centers (Costa Rica, Rwanda and Ethiopia) employing quality and sustainability experts whose sole purpose is to assist coffee farmers with agricultural, environmental and quality issues.
And that's just the beginning...the company continues to sample and cup the coffee before the green beans leave its country of origin and throughout the Starbucks roasting process. Because of its size, Starbucks has the opportunity for quality control throughout the entire supply chain. And by the way, a "true coffee connoisseur" would rarely, if ever, add flavored syrups to his or her coffee.
Reason #4: Community
"The popularly-held belief that Starbucks kills mom-and-pop shops is a fallacy," Temple University history professor Bryant Simon told Reuters, "In fact, Starbucks created the market for the small coffee shop." Twenty-five years ago the specialty coffee market in the United States didn't exist - until Starbucks. Starbucks made handcrafted coffee beverages mainstream and the "latte" a household name.
Community involvement means more than just doing business in the neighborhood. Starbucks encourages its partners (employees) to be healthy, active member in their communities. Starbucks was the first company in the United States to offer full benefits - health care and stock options - to part-time employees. How many baristas do you know have health insurance while working 20 hours a week?
But that's not all...in 2008, Starbucks contributed $14 million in cash and in-kind donations to communities around the world. Plus, Starbucks encourages baristas to volunteer in their communities by offering community service grants. Last October, 9,000 Starbucks partners participated in one of the largest blocks of service in the history of New Orleans - 36,500 community service hours over a four-day period. Now, that's using your size for good.
Reason #5: Environment
And for her fifth and final point, SDCE stated that "whether you order 'for here' or 'to go', Starbucks gives you a paper cup." No and yes. If you order your beverage "for here," Starbucks will give you a ceramic mug. If you order your beverage "to go," Starbucks will give you a paper cup. Try it. Also, Starbucks will give you a 10 cent discount if you bring in your own mug or tumbler.
Starbucks is well aware of the disposable cup issue and has set a goal for 100% of its cups to be reusable or recyclable cups by 2012. But it goes beyond the cup. Starbucks continues to shrink its environmental footprint by reducing store energy usage by 25%, doubling green energy purchases to 50% and building LEED Certified stores.
I have nothing against independent coffee shops. In fact, at times, I prefer the environment over a Starbucks. However, I do believe there is enough coffee love to go around for mom and pop cafes and Starbucks to co-exist. Coffee drinkers should support their local coffee shops, but they shouldn't feel guilty about indulging in a Starbucks Pumpkin Spice Latte every now and again either.
Learn more about Starbucks Shared Planet, which highlights the company's work in ethical coffee sourcing, environmental impact and community involvement.
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