Time For A Coffee Break
Things have changed. I remember going to McDonald’s for breakfast and watching the older men sitting in the back solving the world's problems. It was man's version of the beauty shop. Each day they assembled to talk and vent about life. I have heard that at this time McDonald's actually served bad coffee on purpose so that these old geezer's wouldn't take up space. But they did. And believe it or not, Whataburger had a campaign in the 80's to steal this crowd. They sold a mug to you for .99 cents and then you could get your coffee for a nickel. The idea was great and the mugs were the best, I have 5 of them, but for some reason it never took off.
Then came Starbucks and life changed. Who would have thought paying 5 dollars for a cup of coffee would be a great business model. They even ushered in a new language. If you want a large don't ask for a tall because tall is actually small. Ask for the "venti" which means "fool" in Italian. "Can I have an iced grande upside down skinny triple shot caramel macchiato, no whip?" I ask you to walk around Starbucks and you will notice that the think tank of old geezers has now been replaced by individuals with laptops.
McDonald's now sells premium coffee at a higher price to compete. They didn't need to do that to keep the philosophers of this age as customers. They were happy with their bad cups of coffee at a reasonable price. All they really needed was a table large enough for all those who could make it. People will argue who has the best coffee - for me - the best cup of coffee has more to do with who you share it with than if it was premium roast. And I truly think our world is starved for someone to share a cup with them. Unfortunately, for now, they end up paying top dollar to drink alone. Maybe it's time for us to take a coffee break!
July 28, 2010
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