by Jessie Roberts
Anthropologists conducted a comparative analysis of six Boston-area coffee shops, including three Starbucks locations:
The anthropologists conducted their observations at Pavement Coffee House in Copley Square, 1369 Coffee House in Central Square, Diesel Café in Davis Square, and in three nearby Starbucks locations. They focused their observations on five categories, derived by sociologist Ray Oldenburg, that describe how urban, social spaces function: how social and welcoming a place is; the arrangement of seating; the activities taking place there (work, socialization, leisure); amenities (like wi-fi and power outlets); and the overall atmosphere, as measured by music volume, volume of chatter, wall color, lighting, and décor.
The biggest surprise was that, on the whole, Starbucks actually provided a more welcoming environment than any of the three local coffee houses. They credited the Central Square Starbucks with having the most vibrant sense of community, and observed that the baristas there knew many patrons by name and could anticipate their orders. The anthropologists also noted that the Starbucks baristas were friendlier to new customers than the bespoke hipsters behind the counter at the local places: “The Starbucks baristas would help customers by explaining the many options available and even offering suggestions. In contrast, the baristas at the independently-owned coffee houses were more aloof and would just wait or sometimes stare at a customer, offering minimal assistance.” The Starbucks friendliness advantage was further accentuated by its greater amenities. In particular, the locally owned coffee shops were more restrictive with their Internet policies, either charging for wi-fi access (Diesel Café and 1369 Coffee House) or setting a cap on daily Internet use (Pavement Coffee House).
(Photo by Flickr user tawalker)