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by ahlatimer
5766 days ago
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My favorite local coffee shop is like that. I know the owner fairly well, and he always drops by to chit chat whenever I come in. I refuse to go to any of the other coffee shops in town, even if the coffee is cheaper or marginally better, because I've built a relationship with the owner. When I was shopping for a new motorcycle, I bought one from the dealership that's 45 minutes away instead of the one that's 5 minutes away because of the reputation the close one has of ripping people off. The bike I was looking at was actually available cheaper at the closer one, but I'd rather give my money to a dealer that's not going to try to scam me later on, even if it's less convenient or more expensive. I truly appreciate good service, and I'll happily pay more for it. I'm surprised more businesses don't care about excellent customer service, or is it that a lot of people truly don't care about service? |
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When I go to a coffee shop, a lot of times I'll sit there with some of my friends and work on a project at their tables, or I'll use their internet, or read a book, or whatever. The $2.5, or $4 or whatever that I'm paying for a cup of water run through ground up beans is mostly paying the for a barrista to ask me how my day is going so far, and for the table. It's like a day-hotel; the table is my room, the person at the counter is the front-counter clerk, and the $4 is my room fee.
This is fine, I'm more than willing to pay $4 for a coffee when I'm going to be sitting there for 5 hours working (in fact, if I'm staying this long, I'll usually buy more than one cup of coffee even though I don't need it.). The $4 is insane for a cup of coffee, but I'm buying more than just coffee.
Starbucks is the same thing, but a bit more interesting (I think). When people go into starbucks, they're paying $4 because they want to feel like members of the cool kids club. The coffee has names that you have to be a member of the little club to understand, the interior is very starbucksy, there is obscure "art" on the walls, etc.
This makes sense. Yeah, you could go to the gas station across the street and get something that tastes about the same, but then you wouldn't have access to the cool kids club. The $3 difference between a gas station cappuccino and a Starbucks "coffee flavored milkshake for adults" is the membership fee.
The trick here is that Starbucks (as well as their competitors) now also runs coffee shops where you can't even go inside. You can't stay there, there is no obscure art, no atmosphere, no nothing. You drive up, get your coffee, and leave. You probably even finish your coffee in the car before anybody has chance to see the familiar logo that means "cool kid".
So why do people still go there and pay the $3 membership fee to a club that doesn't exist?
Because they've been tricked into thinking that they're buying coffee.