How Starbucks has improved specialty coffee businesses in general.
Prewriting:
What do I already know?
Completed: 10/8
-There are more coffee shops around and available than in the past ten years.
-Specialty coffee has been improving in the past few years.
-There are a lot more small coffee businesses
-Starbucks has been increasing in locations
-Starbucks has overrided some small coffee shops, but small coffee shops tend to originate near downtown areas, cities, and busy pedestrian places.
What do I still need to know?
Completed: 10/10
-How exactly has Starbucks helped businesses?
-Did Starbucks increase popularity and introduce specialty coffee to more people?
-Does Starbucks challenge a lot of small coffee businesses?
-How has Starbucks influenced American culture of coffee?
What did my research tell me?
Completed: 10/13
-How exactly has Starbucks helped independant coffee shops?
The Starbucks Effect:
Information from Article:
Starbucks is actually trying to be ruthless in its store placements; it wants those independents out of the way, and it frequently succeeds at displacing them through other means, such as buying a mom and pop's lease or intimidating them into selling out. Beyond the frothy drinks and the touchy-feely decor, Starbucks runs on considerable competitive fire.
As much as independent coffeehouse owners generally enjoy having a Starbucks close at hand, most of them seem to have a story or two of someone from the company trying to undercut them. And occasionally a new Starbucks will hurt a mom and pop—even drive them out of business.
According to recent figures from the Specialty Coffee Association of America, 57 percent of the nation's coffeehouses are still mom and pops. Just over the five-year period from 2000 to 2005—long after Starbucks supposedly obliterated indie cafes—the number of mom and pops grew 40 percent, from 9,800 to nearly 14,000 coffeehouses. (Starbucks, I might add, tripled in size over that same time period. Good times all around.) So much for the sharp decline in locally owned coffee shops.
Starbucks, on the other hand, is often more expensive than the local coffeehouse, and it offers a very limited menu; you'll never see discounts or punch cards at Starbucks, nor will you see unique, localized fare (or—let's be honest—fare that doesn't make your tongue feel like it's dying).
When Starbucks opens a store next to a mom and pop, it creates a sort of coffee nexus where people can go whenever they think "coffee." Local consumers might have a formative experience with a Java Chip Frappuccino, but chances are they'll branch out to the cheaper, less crowded, and often higher-quality independent cafe later on.
So when Starbucks blitzed Omaha with six new stores in 2002, for instance, business at all coffeehouses in town immediately went up as much as 25 percent.
The locally owned cafes that offer their own unique spin on the coffeehouse experience—and, crucially, a quality brew—are the ones that give the Seattle behemoth fits.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
-Did Starbucks increase popularity and introduce specialty coffee to more people?
Coffee’s greater cachet has had a big effect on the bottom line. Ten years ago, only 3% of all coffee sold in the United States was priced at a premium—at least 25% higher than value brands. Today, 40% of coffee is sold at premium prices. (http://hbr.org/2000/03/the-starbucks-effect/ar/1)
The Specialty Coffee Association of America (SCAA) estimates the specialty coffee revenue in 2006 at over $12.2 billion in sales. Over 75% of this business occurs in coffee cafes and coffee beverage retailers.
According to a 2008 National Coffee Association (NCA) study, daily gourmet coffee consumption has increased 3% this year (2007) over last year (2006), while daily coffee consumption of any kind is down 2% for the same time period. Gourmet coffee includes espresso based drinks. The NCA poll surveyed more than 6000 adults over the Internet and by telephone in January and February of 2008.
As recently as July 2007, Starbucks continues to raise the price of coffee drinks to cover rising costs, especially rising dairy costs (for all those milked based coffee drinks). That put's the average straight coffee drink at a little over $2 and the popular Latte at over $4. Order a Latte with an extra shot, extra foam or cream and you'll easily pay over $5. Sounds like more "bucks" in Starbucks.
Mark Harris
The Gourmet Coffee Zone.
(http://gourmet-coffee-zone.com/aboutus.html)
Organizing:
Finding a focus
Completed: 10/13
The Effect of Starbucks
Completed: 10/13
The Effect of Starbucks
Thesis and plan of development
Sentence to use before thesis:
Starbucks has been an element to introduce specialty coffee to America. The effect Starbucks has had on America, has promoted independant specialty coffee shops.
Thesis: Independant coffee shops have been promoted in business by Starbucks by, familarizing Americans to specialty coffee, increasing population to coffee shops, and nestling into the local community.
Sentence to use before thesis:
Starbucks has been an element to introduce specialty coffee to America. The effect Starbucks has had on America, has promoted independant specialty coffee shops.
Thesis: Independant coffee shops have been promoted in business by Starbucks by, familarizing Americans to specialty coffee, increasing population to coffee shops, and nestling into the local community.
Not Yet completed:
Intro:
From light foamed cappiccinos, to the strong shots of espresso that give a caffine kick, Starbucks has been a main element to introduce specialty coffee to Americans. Most consumers believe that Starbucks eliminates small locally owned coffee shops, but Starbucks does the exact opposite. The effect Starbucks has had on America, has promoted independant specialty coffee shops increasingly in the past ten years. Thesis: Independant coffee shops have been promoted in business by Starbucks by, familarizing Americans to specialty coffee, increasing population to coffee shops, and nestling into the local community.
Paragraph2:
Ever since Starbucks has familarized specialty coffee to Americans, regular black coffee has been about half of what it as 50 years ago. (http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/) Ten years ago, only 3% of all coffee sold in the United States was premium priced. Now, atleast 25% of brands are sold at premium prices. (http://hbr.org/2000/03/the-starbucks-effect/ar/1). Ever since Starbucks has familiarized Americans to specialty coffee drinks, it has given a sense of luxery to Americans in a rather affordable way. Conusumers that need that extra kick of caffine will spend $2 up to $5 for a latte or special espresso at Starbucks. Starbucks is generally more expensive than local coffee shops. Local customers that go to Starbucks, tend to branch out later on to cheaper, less crowded, and higher-quality small locally owned coffee shops.(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
Information used:
Starbucks, on the other hand, is often more expensive than the local coffeehouse,
Local consumers might have a formative experience with a Java Chip Frappuccino, but chances are they'll branch out to the cheaper, less crowded, and often higher-quality independent cafe later on.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
Find info how specialty coffee and independant coffee has increased in the years.
Americans really love their coffee but I was surprised to learn that coffee consumption is about half of what it was 50 years ago. But the visibility of coffee shops seem at such an all time high that it has become part of pop culture to joke that Starbucks is opening everywhere from taking over kids closets to opening in someone’s kitchen. (http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)
Coffee’s greater cachet has had a big effect on the bottom line. Ten years ago, only 3% of all coffee sold in the United States was priced at a premium—at least 25% higher than value brands. Today, 40% of coffee is sold at premium prices. (http://hbr.org/2000/03/the-starbucks-effect/ar/1)
Paragraph3: Due to Starbucks introducing specialty coffee to Americans, independant coffee shops have gotten even more populated in size and in customers. In the past years, local coffee shops have increased 40% in popularity and 4,200 locations in coffee shops and are increasing even more yearly. (http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
About 57% of America's coffee shops are still independant coffeehouses.(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html) Starbucks not only maintained the effect of coffee shops, but also increased the popularity.
Info:
According to recent figures from the Specialty Coffee Association of America, 57 percent of the nation's coffeehouses are still mom and pops. Just over the five-year period from 2000 to 2005—long after Starbucks supposedly obliterated indie cafes—the number of mom and pops grew 40 percent, from 9,800 to nearly 14,000 coffeehouses. (Starbucks, I might add, tripled in size over that same time period. Good times all around.) So much for the sharp decline in locally owned coffee shops.
So when Starbucks blitzed Omaha with six new stores in 2002, for instance, business at all coffeehouses in town immediately went up as much as 25 percent.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
Paragraph4:
Whenever a Starbucks opens a store nearby a local coffee shop, Starbucks attracts in more customers. Most people believe when a Starbucks opens nearby a local coffee shop, that Starbucks will take all the business, but it is just the contrary. Once Starbucks shop begins to get busy, crowded, and loud, customers tend to branch out to that local coffee shop. Once customers branch out to that coffee shop, they tend realize that most of local coffee shops' specialty coffee drinks are cheaper than Starbucks.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
The coffee shops tend to feed off of each other and circulate their customers.
(http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)
Info:
People are awakened to the idea of a coffee shop and then they explore. There was one coffee shop that would move to wherever a new Starbucks opened in his area because he was always successful. Think about the car dealers you see lined up on a street. They feed off each other.
(http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)
When Starbucks opens a store next to a mom and pop, it creates a sort of coffee nexus where people can go whenever they think "coffee." Local consumers might have a formative experience with a Java Chip Frappuccino, but chances are they'll branch out to the cheaper, less crowded, and often higher-quality independent cafe later on.
So when Starbucks blitzed Omaha with six new stores in 2002, for instance, business at all coffeehouses in town immediately went up as much as 25 percent.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
Conclusion:
Quotations SelectedIntro:
From light foamed cappiccinos, to the strong shots of espresso that give a caffine kick, Starbucks has been a main element to introduce specialty coffee to Americans. Most consumers believe that Starbucks eliminates small locally owned coffee shops, but Starbucks does the exact opposite. The effect Starbucks has had on America, has promoted independant specialty coffee shops increasingly in the past ten years. Thesis: Independant coffee shops have been promoted in business by Starbucks by, familarizing Americans to specialty coffee, increasing population to coffee shops, and nestling into the local community.
Paragraph2:
Ever since Starbucks has familarized specialty coffee to Americans, regular black coffee has been about half of what it as 50 years ago. (http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/) Ten years ago, only 3% of all coffee sold in the United States was premium priced. Now, atleast 25% of brands are sold at premium prices. (http://hbr.org/2000/03/the-starbucks-effect/ar/1). Ever since Starbucks has familiarized Americans to specialty coffee drinks, it has given a sense of luxery to Americans in a rather affordable way. Conusumers that need that extra kick of caffine will spend $2 up to $5 for a latte or special espresso at Starbucks. Starbucks is generally more expensive than local coffee shops. Local customers that go to Starbucks, tend to branch out later on to cheaper, less crowded, and higher-quality small locally owned coffee shops.(
Information used:
Starbucks, on the other hand, is often more expensive than the local coffeehouse,
Find info how specialty coffee and independant coffee has increased in the years.
Americans really love their coffee but I was surprised to learn that coffee consumption is about half of what it was 50 years ago. But the visibility of coffee shops seem at such an all time high that it has become part of pop culture to joke that Starbucks is opening everywhere from taking over kids closets to opening in someone’s kitchen. (http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)
Coffee’s greater cachet has had a big effect on the bottom line. Ten years ago, only 3% of all coffee sold in the United States was priced at a premium—at least 25% higher than value brands. Today, 40% of coffee is sold at premium prices. (http://hbr.org/2000/03/the-starbucks-effect/ar/1)
Paragraph3: Due to Starbucks introducing specialty coffee to Americans, independant coffee shops have gotten even more populated in size and in customers. In the past years, local coffee shops have increased 40% in popularity and 4,200 locations in coffee shops and are increasing even more yearly. (http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
About 57% of America's coffee shops are still independant coffeehouses.(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html) Starbucks not only maintained the effect of coffee shops, but also increased the popularity.
Info:
According to recent figures from the Specialty Coffee Association of America, 57 percent of the nation's coffeehouses are still mom and pops. Just over the five-year period from 2000 to 2005—long after Starbucks supposedly obliterated indie cafes—the number of mom and pops grew 40 percent, from 9,800 to nearly 14,000 coffeehouses. (Starbucks, I might add, tripled in size over that same time period. Good times all around.) So much for the sharp decline in locally owned coffee shops.
So when Starbucks blitzed Omaha with six new stores in 2002, for instance, business at all coffeehouses in town immediately went up as much as 25 percent.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
Paragraph4:
Whenever a Starbucks opens a store nearby a local coffee shop, Starbucks attracts in more customers. Most people believe when a Starbucks opens nearby a local coffee shop, that Starbucks will take all the business, but it is just the contrary. Once Starbucks shop begins to get busy, crowded, and loud, customers tend to branch out to that local coffee shop. Once customers branch out to that coffee shop, they tend realize that most of local coffee shops' specialty coffee drinks are cheaper than Starbucks.
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
The coffee shops tend to feed off of each other and circulate their customers.
(http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)
Info:
People are awakened to the idea of a coffee shop and then they explore. There was one coffee shop that would move to wherever a new Starbucks opened in his area because he was always successful. Think about the car dealers you see lined up on a street. They feed off each other.
(http://www.pouregon.com/oregon-coffee/starbucks-vs-the-independent-coffee-shop/)
(http://www.slate.com/articles/news_and_politics/hey_wait_a_minute/2007/12/dont_fear_starbucks.html)
Conclusion:
Not yet completed: 10/15
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