We’ve all heard more than enough about the prolonged American recession/unemployment crisis. We can’t blame the public for being confused about the fact that this very same struggling nation can set Black Friday sales records and create demand for—wait for it—a $7 cup of coffee at Starbucks. Huh?
Who, exactly, is spending all of this money on coffee–and where did they get it? Aren’t we all broke, unemployed and burdened by a lifetime of student loans? Champagne taste on a beer budget is one thing, but coffee doesn’t even have any alcohol in it. Has “a cup of joe” become the new glass of wine?
The Starbucks brand hasn’t just changed the way Americans perceive and consume coffee–it continues to guide our tastes and understanding of a substance that plays an increasingly prevalent role in our lives. Part of the coffee appreciation learning curve, apparently, entails pushing the boundaries of the ordinary. Sorry, Pike Place roast.
To capitalize on the public’s ceaseless search for something new, something better and something different, Starbucks now offers “high-end” Costa Rica Finca Palmilera coffee along with an extra-special variety called “Geisha”. Yes, that geisha.