I would say in the past month I had been going to Starbucks an average of 4 times per week. One visit of $4.25 is easy enough to swallow, but when I started running the numbers, I was surprised to learn that $4.25 x 4 days per week x 52 weeks per year = are you telling me I spend almost $900/year sipping a latte?
I long ago realized that the value proposition of Starbucks is much more than just coffee. Howard Schultz’s original vision was not to “make premium coffee and earn a profit,” but to transport the community-ness of espresso cafes he saw in Italy to the USA, where he felt our society had only grown more isolated over time.
Abstract as it may be, I think the stores do ultimately deliver on that concept. I don’t go to Starbucks solely because I like the taste of my drink. I go with a colleague, we know the baristas, we see people we know, it’s close by, it takes about 15 minutes…and so on. Basically, it’s just kind of a nice way to take a break!
Nevertheless, I needed to cut down the frequency. So here’s the strange part.