Everything but the Coffee Read Online Free

whipped cream.” “Yes, it’s odd,” Beck acknowledged, “that my list leaps from an enormous social movement to a slug of caffeine dressed in heaps of fat and sugar. But when the big things fragment our energy and optimism, it’s the little things that put us back together. Peaceful revolutionaries change the world by great effort and small comforts. Today, Mocha Malt Frappuccino is my favorite splurge. What’s yours?” 18
    “I can’t live without my cuppa Starbucks Toffee Nut Latte, if I’ve had a hard day at work,” one mother wrote to Oprah. Caroline told Oprah that she wanted to shed thirty pounds, but she couldn’t always get her-self into the gym—that is, until she turned Starbucks into the reward carrot paired with the workout stick. Knowing that she gets a frothy drink after exercising, she can now get herself onto the Stairmaster and treadmill. “In an incredibly insecure world,” wrote another viewer (sounding a lot like Martha Beck), “people are trying to add more value and meaningfulness to everything they do, so if a cup of coffee could [give] them a moment of ‘feel good’ then a dollar here and there would hardly make a difference.” 19
    It is difficult to know what the consumer persuaders at Starbucks are up to or what they watch on TV or what Web pages they surf. They aren’t the most talkative bunch, at least not in public. If they do tune into
Oprah
, that’s their secret. But clearly they know how to market their products to women, busy self-gifters, and others seeking quick and valuable doses of retail therapy.
    “Treat yourself—or anyone else—with the most convenient way to enjoy Starbucks—a Starbucks card.” “Inspire. Reward. Indulge.” These are how two advertisements for the Starbucks gift card begin. “Green tea beverages,” promises a company promotion, “are the perfect way to treat your-self.” United Kingdom public relations writers described a Strawberries & Crème Frappuccino, developed to create an association between the coffee company and the Wimbledon tennis tournament, as “an indulgent and creamy creation.” Banana Coco-Mocha Chip Frappuccinos and Eggnog Lattes delivered, the company promised, “sophisticated coffee indulgence[s].” Other beverages came with “indulgent touches.” “Indulge in the richness of Starbucks Hot Gourmet Cocoa,” another promotion urged customers. A Caramel Macchiato, vowed an in-store sign, “will indulge your senses.” Another claimed, “My drink is like a mental back rub.” 20
    In January 2005, Starbucks introduced Chantico, a dense and oozy six-ounce drinkable chocolate dessert. “It’s about taking time for me,” a company spokesperson told a reporter. “It’s about one of those ‘ahh’ moments, and self-indulgence in a really small way.” 21 Loaded with 390 calories and 21 grams of fat, maybe the drink was too indulgent, too bigof a reward in too small of a cup. Or maybe it wasn’t big enough or rich enough. Starbucks discontinued Chantico in 2006. A year later, the company launched two new summer beverages: Dolce de Leche Latte and Dolce de Leche Frappuccino. “Topped with whipped cream and a dusting of toffee sprinkles,” read a company description, “Starbucks’ version of this traditional delicacy is a luxurious tasty treat.” 22 Then with revenues dropping and its stock price falling, in the spring of 2008, the company tried to kick-start business with the introduction of two “refreshing low calorie” but still “indulgent” frozen, smoothie-type drinks called Vivanno. 23
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    Adding to the indulgent appeal and value of its drinks, Starbucks laid out its stores to operate as live, three-dimensional environments for self-gifting. University of Houston professor Jackie Kacen, who conducted the studies on gender and self-gifting mentioned in the opening, pointed to Starbucks’ melodious soundtrack, soothing color scheme, and homey fireplaces. They evoke calm,