At Starbucks, the man behind the curtain is gnarled and cheap

[elfs]

Corporatized Cafe Artist In A Box

The cafe blackboard artist is one of those things that exists in the popular imagination as a kind of icon: the barista or cafe owner who, every so often, takes out his colored chalks and draws a wonderful illustration on the blackboard where he also describes his common wares and daily specials.

Sadly, I found yesterday that Starbucks, which has routinized coffee, has also given us pasteurized processed cafe-artist product. The seemingly hand-drawn chalkboard illustrations found at your corner Starbucks are paint-by-numbers stencils with guidelines that make it absolutely impossible to create anything other than the official pictures that the corporate office approved.

I really shouldn't be nonplused about this. This is the company at which the return of the original CEO, Howard Schultz, was heralded with much fanfare. Schultz gave a speech where he complained that Starbucks had lost its soul. The tight, flavor-preserving vacuum packaging robbed the cafe of its roast coffee smell. Robobarista machines that made it impossible to make a bad cup of coffee also made it impossible for any cup to be distinctive and interesting. Starbucks sells caffeine in a beige room full of comforting music.

Howard Schultz's innovation to "restore Starbuck's soul?" Instant coffee. Like the Instant Artist, it's just not real enough.

Comments

[trinsf.livejournal.com]

I am a bad woman, because I am happy with my local Starbucks. The baristas are kids who live in my neighborhood. The store itself is a gathering place, even when it's closed -- there are outdoor seating shelves used by local musicians and kids. They remember my complicated drink and do a good job of feigning interest in my daily life.

There are 7 or 8 coffee stands in one 3 block stretch in my downtown, including two SBux (one at each end), including 5 independent shops. They all seem to be packed all the time.