I have spent the last couple of mornings working in a Starbucks on my laptop. Free wifi and location independence means I'm living the old manosphere dream... except I have a wife and three kids. We need to call Starbucks Starcucks as its owner made the 10,000 refugees will be hired statement that was pure virtue signaling. Are we really surprised though? Schultz, yes a member of the tribe, has been a whiny faux liberal as he is liberal on everything that does not affect his bottom line. He also bought the Seattle Supersonics and then whined and pitched a fit about owning them until the NBA arranged a sale for him to offload the team. Still it's Starcucks.
Starcucks seems to now have a lock on the non-office location for business get-togethers of odd importance. Maybe it is a vendor meeting. Maybe you're wanting to talk to a prospective hire. Maybe you want to do a project get together with teammates located in other office buildings. Starcucks is your place to go. The free wifi is the main driver as is the idea that Starcucks is cool and has higher status than other coffee places.
The status thing was a sharp play by Starcucks decades ago. They played on the cache of the West Coast, tech and cool from the start. Some analysts wondered why they did not spend money on advertising, but it later came out that they paid celebrities to be photographed holding Starcucks cups. Starbucks had cache and then waiting for it to arrive in your area was a thing. For $5, you buy a little cup of cool
Apple repeated this same method. Hand Ipods to celebrities. Associate it with cool. Suddenly you're buying cool and status, not a commodity. Monopoly pricing achieved.
I mentioned this on Twitter, but watching this all from the comfort of my seat, Starcucks did not replace the coffeehouse. There is no French café feel to Starcucks. It doesn't even feel like a coffee shop in a college town (College Town Bagels forever). This changes what exactly a barista is. A barista is not some skilled craftsman. For the corporate crowd looking for a non-office space yet an office space, a barista is a servant. It is why they are paid tuppence and Howard Schultz is worth $3 billion.
I took last week off due to travel. I created some content though with observations from Arizona. In my place was a great Thomas Barghest essay. This week at Social Matter I will tackle the threat that the Red Empire's growth into a one-stop-shop poses to the Blue Empire, and why budget cuts to State or even touching CIA is such a threat right now. Weimerica Weekly will tackle health care.