Posted on 03/19/2015 1:35:14 PM PDT by Kaslin
tarbucks is easy to make fun of on its best days, what with the pretentious names for everyday items, never mind the ridiculously high prices for those same everyday items. Even the cashiers have fancy monikers -- "barista."
The snootiness is by design, of course. And you can make fun of it all you want; it's worked. Using many of the same techniques realtors have employed to hawk borderline tenements as unique gateways to the urban experience, Starbucks has managed to educate the consumer that it's OK to pay through the nose for what used to be a "cuppa joe." Even that slightly burnt taste is spun as a feature, not a bug. We're subtly informed, "That's the way it's supposed to taste, you philistine."
Now, Starbucks has decided to lean into the mockery. Howard Schultz, the company's CEO, is launching a new initiative called "Race Together." Starting March 20, baristas will be encouraged to write "Race Together" on coffee cups "to facilitate a conversation between you and our customers" about their "race journey."
It's ironic. The Obama years were supposed to usher in an era of racial harmony. That didn't happen -- which presumably is why Schultz feels the need to help mend our racial wounds. What has happened, however, is that hordes of college graduates, unable to find jobs suitable to their degrees, have ended up toiling away at places like Starbucks.
It's kind of ingenious. Since sociology majors can't find relevant jobs, Schultz is making the jobs they have relevant to their majors. If this becomes a trend, maybe my dog walkers will start reciting Proust in French on their perambulations.
As a business decision, I find the whole thing bizarre. If I don't have my coffee in the morning, I get a headache that feels like a Hell's Angel is trying to press his meaty thumb through my forehead. This is not the most propitious moment to engage me in a conversation about my "race journey." Worse, Starbucks lines are already long. How much longer will they get when the barista takes 20 minutes out of his or her job to debate the Moynihan Report with a customer? And, given the handwriting of many baristas, how many customers will ask, "Who is Rance Tugagawa?"
I think part of the problem is that leaders of the Seattle-based company have read too many of their own press releases. Yes, it's a legitimately progressive company. And that branding has been part of its success. But the numinosity of its fair trade pamphlets and diversity policies does not extend down to the employees themselves. Working at Starbucks makes you no more qualified to be a discussion leader about race than working at Jiffy Lube makes you well-suited to discuss radical Islam.
And while it's all too easy to mock the entire enterprise, what really bothers me is the underlying assumption.
Most Americans lament the political polarization of our country. I think the worry is sometimes overblown, but even so, it's a real problem.
One of the reasons it has become such a problem is that we mistake causes for remedies. Schultz joins a long list of prominent people who insist that what this country needs is more conversation about race. And race is just one of the countless issues included in the national conversation shortage.
Among my problems with this relentless hectoring about the need for conversations or "honest dialogue" or "frank talk" is the way in which those calling for such things never actually want a real conversation. They want to speechify and indoctrinate. And, if you actually dare to say anything honest or frank, you can be sure the same people who want to create "safe places" for dialogue will leap at the opportunity to denounce your insensitivity, micro-aggression or alleged racism.
But my biggest problem with it is that I think the last thing this country needs is to make more spaces political. If you want to know why things are so polarized, you could start by noting how much more politicized everything is. When politics invades our homes, schools, workplaces, movies, TV shows, video games, sports and every other part of our culture, is it any wonder that our culture becomes politicized? And when culture is politicized, is it so shocking that politics becomes polarized?
While I think this new Starbucks idea is cockamamie, I have no doubt Schultz is well-intentioned. But converting coffee shops from safe harbors from politics to the front lines of politics isn't part of the solution, it's part of the problem.
Don’t see that many blacks in Starbucks.
Are they capable of making coffee and talking at the same time?
No
Invariably they are so busy socializing with each other they do not pay attention to the job they get paid to do, what I pay them a lot of money to do, that is, close their mouth, look at ME and find out what I’m ordering, get the order in and get it right and yes for $16 I want a bag yes
And they could spend a few minutes a day cleaning the doors and windows and their gross patio like they do in the coffee shops in Italy instead of never doing it or instead of talking to each other about nothing of any consequence because the lines are so slow
They have some nerve!!!
I do. You're either very naive or no better.
” Never overestimate the palate of the average American”
SJB
It's made that way on purpose...you're not supposed to drink it BLACK...you're supposed to add creamers, flavors, sugar, etc. and still be able to taste coffee.
My first with SB was essentially the same since I drink my coffee BLACK...this was some years ago before they began offering a more mellow roast...
I almost had the girl behind the counter in tears because I only wanted a medium, BLACK coffee...she couldn't translate that into SB'ese
Tasted like it had been sitting on the burner for a week...ungh.
” Always remember one of the secrets of leftist success is that they move together like a choreographed ballet.”
Well stated.
I just feel stupid for not becoming a billionaire off this idea...
Ask Swartz 3 questions:
1) Why don’t you have any black employees?
2) Why are there no Starbucks in the many middle class black neighborhoods? There are none in poor ones either.
3) How many black neighbors do you have near your home ?
Thanks for the response.
We had a supplier that used to bring us Starbucks every now and again. All the cream and sugar he brought along with it didn’t help. I couldn’t even imagine drinking it black. Horrible stuff.
He got to it first. No room for 2 chains of bad coffee : )
That’s right; any non-black person who thinks a frank discussion on race will ever be allowed is delusional.
Whatever excuse they use for their murder, rape, and robbery will never suffice; THAT is a frank discussion on race.
If anyone were to ever see me paying $5 for a cup of coffee, you can bet that I already have a killer headache and I am in no mood for conversation, and pushing an unwanted debate onto me might actually be dangerous. ;>)
“What has happened, however, is that hordes of college graduates, unable to find jobs suitable to their degrees, have ended up toiling away at places like Starbucks.”
Bwaaa Haaa Haaaaa ha Ha Hahahaha kuhchaaa kugg... And most of
them proudly voted for the person most responsible for it.
Haven’t been to Tardbucks in years. I think I’ll stop by
and take a Sharpie with me.
If I wanted a discussion on race I could just go to Watts and yell n****r, If I want a cup of coffee the last place I would go is starf***s. What is it with liberals? Entertainers can’t entertain without preaching their biased ignorant world view and Businesses can’t sell a product without spewing their biased ignorant world view.
Don’t see that many blacks in Starbucks.
I saw a younge black man at a Starbucks and thought to myself does that make me racist?
I have a feeling that they are training their employees to render the liberal view of Ferguson and other racial issues. Maybe won’t cause issues since so many liberal types who go to Starbucks will agree.
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