Our nearest Starbucks is located in a shopping centre we visit
every now and then. Recently we’ve tried to make sure we visit the centre round
about 9.30 am because at that time in the morning the car park is almost empty
and the whole place has that early morning start of the day feel to it. An hour
later that atmosphere has gone completely, never to return until the following
morning.
We quite like Starbucks although we would never visit the shopping centre merely to drink coffee there. We aren't quite that far gone. We used to dislike the coffee but presumably something has changed and presumably it wasn’t Starbucks
coffee. No matter, coffee isn’t really the theme of this post.
As we sit there over our coffee watching the car park fill
up we always notice how many Starbucks customers spend their time tapping away
at laptops or conducting what is obviously some kind of informal business
meeting. Others are fiddling with their phones, keeping the kids under control
or just chatting. There is a quiet buzz, a sense that this is a brief period of deserved relaxation before other things have to be done, other matters have to be attended to.
Although this coffee shop is a tiny part of a massive
international business, the atmosphere feels relaxed, informal and somehow
permanent. As if the place has been here in this shopping centre for many decades
and will still be here for decades to come. Why is that? I look around the
place, study the corporate decor, the tables, chairs, colour scheme, coffee displays
and so on but I can’t really see how it’s done.
Presumably a great deal of effort goes into
creating a corporate Starbucks ambience which in turn leads to the coffee shop atmosphere they want and as far as I can see it works. From a more traditional
perspective it may not be the real thing because there is no amiable proprietor
exchanging pleasantries, no obvious regulars and only a massive car park
visible through the windows.
Yet there is that relaxed atmosphere - no doubt about it. As a coffee shop it works exactly as it should, as if someone somewhere calculated it to
the nth decimal place and got it right. It works and the customers obviously
absorb what it offers and like it whether they think about it or just accept it. In which
case, where does this successful coffee shop atmosphere come from?
To answer that question we would usually think in terms of deep
corporate cunning, psychological cues embedded in the advertising and product placement, the decor and the layout
of tables and chairs, the colour schemes, materials, textures and an artfully placed settee all designed to pack
them in with an illusory aura of spacious informality.
Except it isn’t an illusion because simple observation suggests
that customers also create the atmosphere - the buzz, the sense of relaxation. They help create what they want, what
brings comfort and a sense of belonging. Belonging to what? It doesn’t matter –
something known, accepted and almost cool if you play it right. Everything customers
do adds to the atmosphere, builds on the corporate template by flavouring it with
the real thing, the human touch, the sense of contact and belonging.
One could easily go further and suggest that people like the
reassurance of a massive corporate presence which is unmistakably there but
isn’t obtrusive. Perhaps they like its sense of permanence, because corporate
entities such as Starbucks are so massive that they do exude an air of
permanence. Desirable or not, it works.
And what is not to like about comfortable permanence? One where
you help make your own atmosphere? As genuine as a packet of cake mix perhaps, but
even with cake mix you are sometimes required to add your own egg – to make it partly your cake rather than wholly theirs.