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Starbucked: A Double Tall Tale of Caffeine, Commerce, and Culture
Starbucked will be the first book to explore the incredible rise of the Starbucks Corporation and the caffeine-crazy culture that fueled its success. Part Fast Food Nation , part Bobos in Paradise , Starbucked combines investigative heft with witty cultural observation in telling the story of how the coffeehouse movement changed our everyday lives, from our evolving neighborhoods and workplaces to the ways we shop, socialize, and self-medicate.
In Starbucked , Taylor Clark provides an objective, meticulously reported look at the volatile issues like gentrification and fair trade that distress activists and coffee zealots alike. Through a cast of characters that includes coffee-wild hippies, business sharks, slackers, Hollywood trendsetters and more, Starbucked explores how America transformed into a nation of coffee gourmets in only a few years, how Starbucks manipulates psyches and social habits to snare loyal customers, and why many of the things we think we know about the coffee commodity chain are false.
In Starbucked , Taylor Clark provides an objective, meticulously reported look at the volatile issues like gentrification and fair trade that distress activists and coffee zealots alike. Through a cast of characters that includes coffee-wild hippies, business sharks, slackers, Hollywood trendsetters and more, Starbucked explores how America transformed into a nation of coffee gourmets in only a few years, how Starbucks manipulates psyches and social habits to snare loyal customers, and why many of the things we think we know about the coffee commodity chain are false.
319 pages, Paperback
First published November 5, 2007
70 people are currently reading
1464 people want to read
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Displaying 1 - 30 of 218 reviews
May 15, 2008
Easily the most fascinating American food-culture book I've read sicne Fast-Food Nation ... More than just a history of Starbucks as a company (though it is that) the book traces the place coffee has held in American culture, both pre and post the "coffee house boom" of the 1990s that Starbucks (nearly single-handedly) created ...
The book makes you think twice regarding a variety of issues ... For example, is your local "mom and pop" coffee house really struggling against Starbucks to keep its doors open? Or in fact did "Local Coffee-shop Cafe" actually open in the first place (fairly recently) because it was Starbucks itself that created the market for 4 dollar mochas????... In the US, anyway, the book makes a very strong case suggesting that Starbucks gave birth to our favourite local coffee shops, and not the other way around ...
While the author does reject certain arguments often aimed against Starbcuks (such as the mom and pop issue) the book is ultimately a firm (though not scathing) critique of the company.
Other issues the book addresses:
Starbucks' ubiquity, both in the US and abroad(200 locations in London alone, hundreds in China, for example)
Nutrition (sugar, caffeine, etc.)
Environmental and cultural impacts of rapid, global expansion
Fair trade coffee
Wages, health care, workers rights, etc ...
The book makes you think twice regarding a variety of issues ... For example, is your local "mom and pop" coffee house really struggling against Starbucks to keep its doors open? Or in fact did "Local Coffee-shop Cafe" actually open in the first place (fairly recently) because it was Starbucks itself that created the market for 4 dollar mochas????... In the US, anyway, the book makes a very strong case suggesting that Starbucks gave birth to our favourite local coffee shops, and not the other way around ...
While the author does reject certain arguments often aimed against Starbcuks (such as the mom and pop issue) the book is ultimately a firm (though not scathing) critique of the company.
Other issues the book addresses:
Starbucks' ubiquity, both in the US and abroad(200 locations in London alone, hundreds in China, for example)
Nutrition (sugar, caffeine, etc.)
Environmental and cultural impacts of rapid, global expansion
Fair trade coffee
Wages, health care, workers rights, etc ...
July 1, 2009
Meh. The story of Starbucks' origin and how they have become ubiquitous could have been interesting, but the author was too much of a hater -- his snarky writing got too irritating for me about half-way through.
April 5, 2018
My interest in reading this stemmed from my observation of how Starbucks has been able to dominate its market segment. I tried to think who their closest competition would be and I couldn't honestly think of another national/international coffee chain that even comes close to competing with the hegemonic nature of Starbucks. In case you were wondering, Clark divulges this information as well. My curiosity piqued as I wondered how they came to be such a dominant force. After reading this book, many of those questions were answered.
This company is a monster. I don't mean that in the pejorative sense, but just in the size and immensity of their reach and the strategizing which takes place within their ranks. The degree of planning which goes into each Starbucks with all the research of the minutiae---every little thing---is set up to ensure the success of each Starbucks store. Placing each Starbucks on the right-hand side of the road as you're driving into a city, creating the exact right color scheme and decor, creating the 'Starbucks experience' and other best business practices all contribute to a Starbucks Grand Opening that has them lining up outside the door. What I found disappointing were some shady practices to force out competition, which I found distasteful, and unfortunate, because with the degree of planning prior to a Starbucks opening I wouldn't think it necessary.
The author isn't a Starbucks acolyte, in fact, often to the contrary, but Clark approaches the company with even-handed measure. With him, you get the good along with the bad. Due props are given for some trailblazing efforts in regards to employee benefits while, at the same time, chiding them over the manner in which they've implemented those practices. To be sure, the company has appeared to make efforts towards civic-mindedness where this can often be lacking in the corporate world; the degree to which they've succeeded is up for debate.
What I found the most interesting out all of Clark's findings was how the growth of Starbucks, instead of forcing out the 'mom and pop' stores, has by-and-large contributed to their growth---whether intentional or not. They have, in essence, created the market segment. Often, the opening of a Starbucks across from a local coffee shop has added to the local business rather than detract from it. This certainly bodes well for the growth of the industry. How high can they go before a market is saturated? How many stores can be opened in one city? Who knows? Also interesting was how the growth of Starbucks, and coffee shops in general, have converged at the same time with the growing need for that 'third space'---a place that is neither work nor home, but gives the opportunity to feel connected to others, a sense of community, in this internet age where that opportunity has become less and less. And perhaps this has contributed to the growth of Starbucks as much as anything else.
But this was actually an enjoyable and informative read. The author uses humor sprinkled throughout to keep you entertained. If nothing else, it's a good case study for fledgling entrepreneurs and business majors looking to learn about company growth and success. I felt like I was given perspective on a company that's sometimes received undue criticism, but also received some undue praise at times. Being a fan of good coffee, I guess I ended up concluding like the author: I'm neither a fan, nor a detractor of this company, but I'm a fan of the idea they've helped to create.
This company is a monster. I don't mean that in the pejorative sense, but just in the size and immensity of their reach and the strategizing which takes place within their ranks. The degree of planning which goes into each Starbucks with all the research of the minutiae---every little thing---is set up to ensure the success of each Starbucks store. Placing each Starbucks on the right-hand side of the road as you're driving into a city, creating the exact right color scheme and decor, creating the 'Starbucks experience' and other best business practices all contribute to a Starbucks Grand Opening that has them lining up outside the door. What I found disappointing were some shady practices to force out competition, which I found distasteful, and unfortunate, because with the degree of planning prior to a Starbucks opening I wouldn't think it necessary.
The author isn't a Starbucks acolyte, in fact, often to the contrary, but Clark approaches the company with even-handed measure. With him, you get the good along with the bad. Due props are given for some trailblazing efforts in regards to employee benefits while, at the same time, chiding them over the manner in which they've implemented those practices. To be sure, the company has appeared to make efforts towards civic-mindedness where this can often be lacking in the corporate world; the degree to which they've succeeded is up for debate.
What I found the most interesting out all of Clark's findings was how the growth of Starbucks, instead of forcing out the 'mom and pop' stores, has by-and-large contributed to their growth---whether intentional or not. They have, in essence, created the market segment. Often, the opening of a Starbucks across from a local coffee shop has added to the local business rather than detract from it. This certainly bodes well for the growth of the industry. How high can they go before a market is saturated? How many stores can be opened in one city? Who knows? Also interesting was how the growth of Starbucks, and coffee shops in general, have converged at the same time with the growing need for that 'third space'---a place that is neither work nor home, but gives the opportunity to feel connected to others, a sense of community, in this internet age where that opportunity has become less and less. And perhaps this has contributed to the growth of Starbucks as much as anything else.
But this was actually an enjoyable and informative read. The author uses humor sprinkled throughout to keep you entertained. If nothing else, it's a good case study for fledgling entrepreneurs and business majors looking to learn about company growth and success. I felt like I was given perspective on a company that's sometimes received undue criticism, but also received some undue praise at times. Being a fan of good coffee, I guess I ended up concluding like the author: I'm neither a fan, nor a detractor of this company, but I'm a fan of the idea they've helped to create.
May 12, 2008
I love coffee. I love drip coffee, french press coffee, and espresso. I love it with sugar and without. I suppose it shouldn't have come as such a surprise then, that I found this book compelling, but it did and I did.
I'm a bit of a Starbucks backlash person. I was a big fan in the early 90's but over time fell out of love as I perceived that the Evil Empire was putting smaller shops out of business. After reading the book I have adjusted my perspective a bit. Starbucked makes a pretty good case that Starbucks probably raised the tide for all (coffee) boats.
Nevertheless I will say that I continue to spend my money with local firms when I can. That's more about letting my money circulate in the local economy now, than about sticking it to the man.
The book isn't just about Starbucks, though those bits are interesting enough. It's also about the whole American coffee renaissance. Good stuff. Oh and I'm drinking an espresso w/ two cubes of sugar as I write this.
I'm a bit of a Starbucks backlash person. I was a big fan in the early 90's but over time fell out of love as I perceived that the Evil Empire was putting smaller shops out of business. After reading the book I have adjusted my perspective a bit. Starbucked makes a pretty good case that Starbucks probably raised the tide for all (coffee) boats.
Nevertheless I will say that I continue to spend my money with local firms when I can. That's more about letting my money circulate in the local economy now, than about sticking it to the man.
The book isn't just about Starbucks, though those bits are interesting enough. It's also about the whole American coffee renaissance. Good stuff. Oh and I'm drinking an espresso w/ two cubes of sugar as I write this.
July 31, 2017
A fun breezy read. And I learned a lot - about coffee, about Starbucks. The book did eventually fall over of its own weight. It's later chapters basically ran out of steam. I'm actually not a big fan of Starbucks nor of coffee. My biggest complaint about Starbucks has always been their hours - I kind of like the idea of going out for coffee and desert in the evening and Starbucks always closed too early. But Starbucks cold bottled drinks are some of my favorites. And I guess I want to reconsider trying straight espresso - though at a real shop, which I certainly believe Starbucks is not after reading this book. But as a place to go and to be and to meet someone, certainly Starbucks is an obvious choice. Worth reading.
November 1, 2009
How could you go wrong with an expose of Starbucks? Taylor Clark managed to do it. His smug, self-satisfied tone is off-putting enough, and for some reason he organized the book into two halves that sound like they were not written by the same person or part of the same book. Combine poor writing with poor editing and this is what you get.
February 5, 2019
At this point it's outdated but regardless I didn't appreciate how extra the writing was
September 18, 2024
"Behind the scene of the well known bean"
Whenever I am somewhere in the world I do look for a bit of familiarity by checking in at the 1st ("3th place") SB I see...
This book gave me a story behind the cup.
How we all need a place to be "alone" together. The author combines facts with fun anecdotes and gave me something to think about/check when I have my next visit...
Whenever I am somewhere in the world I do look for a bit of familiarity by checking in at the 1st ("3th place") SB I see...
This book gave me a story behind the cup.
How we all need a place to be "alone" together. The author combines facts with fun anecdotes and gave me something to think about/check when I have my next visit...
December 6, 2007
This was a truly fascinating book and surprisingly funny, too. The first half of the book covers the history of coffee followed by the history of Starbucks. Clark has enough funny asides that it feels more like talking to a friend than it does reading a history book. It's pretty clear that he admires Howard Schultz, which is understandable, but he doesn't sound like a guy I'd want to work for. (He could give Al Gore a run for his money in terms of micromanaging).
The second half of the book focuses on widely held criticism of Starbucks. It turns out much of the critism is valid, but there are some interesting wrinkles. For example, it's clear that while Starbucks has every intention of driving Mom & Pop coffee stores out of business, it is also true that Mom & Pop stores are thriving and the ones that make decent coffee (most of them) actually benefit from having a Starbucks move in nearby. Their sales suffer for the first few months but they generally exceed their former sales after that. So blame Starbucks for its intentions if you want, clearly it does things like buying out leases to drive other stores out of business, but recognize that Starbucks is actually beneficial to those local, independent coffee stores. And while Starbucks is not single handedly responsible for bringing decent coffee back to America (and say what you will, charbucks or not, Starbucks is better than the 50% plus robusta crap that people were buying in cans before that) it's majorly responsible. Peet's obviously had a huge influence, but Peet's focus was on bringing beans home to brew, they didn't get into traditional latte sales until much later (after Starbucks).
It's also true that that their charity work is pretty wishy-washy and coffee farmers generally are getting royally screwed. There's also some unproven allegations that Starbucks' software that either helps or creates the scheduling magically keeps people from having enough hours to quality for part time and thus be eligible for health benefits. (Wal-Mart actually insures more of its workforce that Starbucks, though not much more). On the other hand, Starbucks has a policy of paying for the entire medical treatment of terminally ill employees and that's pretty generous.
There's also discussion of the fact that Starbucks has long strayed from its roots of trying to serve amazing coffee. The goal is no longer quality, it's efficiency and standardization. The espresso machines are pushbutton and baristas don't know nearly as much about coffee as they used to. It used to be a highly trained profession with as much art as science, now, not so much. (For the record, the former baristas that Clark talked to about this were frustrated by it. Current baristas are not allowed to talk to the press). People go to Starbucks now not because they ever expect (or receive) great coffee, but because they can usually count on decent coffee.
Starbucks transformation into the multibilion dollar machine it is today is fascinating and at times, a little silly. Starbucks apparently color coordinates its summer drinks to match the hot colors in fashion so that people can have a drink that matches their outfit.
In the end I'm left with the impression that much of Starbucks rhetoric is more than a little silly, some of the bad things that people say about them are true, some are untrue (though not necessarily because Starbucks wants them to be) and yes, it really is getting away from caring about serving really good coffee. But it's also highly responsible for getting people to care about getting good coffee in the first place.
I can't stress enough how interesting and funny this book is. If you have any interest in coffee, the coffee industry, or business, I highly recommend this book.
The second half of the book focuses on widely held criticism of Starbucks. It turns out much of the critism is valid, but there are some interesting wrinkles. For example, it's clear that while Starbucks has every intention of driving Mom & Pop coffee stores out of business, it is also true that Mom & Pop stores are thriving and the ones that make decent coffee (most of them) actually benefit from having a Starbucks move in nearby. Their sales suffer for the first few months but they generally exceed their former sales after that. So blame Starbucks for its intentions if you want, clearly it does things like buying out leases to drive other stores out of business, but recognize that Starbucks is actually beneficial to those local, independent coffee stores. And while Starbucks is not single handedly responsible for bringing decent coffee back to America (and say what you will, charbucks or not, Starbucks is better than the 50% plus robusta crap that people were buying in cans before that) it's majorly responsible. Peet's obviously had a huge influence, but Peet's focus was on bringing beans home to brew, they didn't get into traditional latte sales until much later (after Starbucks).
It's also true that that their charity work is pretty wishy-washy and coffee farmers generally are getting royally screwed. There's also some unproven allegations that Starbucks' software that either helps or creates the scheduling magically keeps people from having enough hours to quality for part time and thus be eligible for health benefits. (Wal-Mart actually insures more of its workforce that Starbucks, though not much more). On the other hand, Starbucks has a policy of paying for the entire medical treatment of terminally ill employees and that's pretty generous.
There's also discussion of the fact that Starbucks has long strayed from its roots of trying to serve amazing coffee. The goal is no longer quality, it's efficiency and standardization. The espresso machines are pushbutton and baristas don't know nearly as much about coffee as they used to. It used to be a highly trained profession with as much art as science, now, not so much. (For the record, the former baristas that Clark talked to about this were frustrated by it. Current baristas are not allowed to talk to the press). People go to Starbucks now not because they ever expect (or receive) great coffee, but because they can usually count on decent coffee.
Starbucks transformation into the multibilion dollar machine it is today is fascinating and at times, a little silly. Starbucks apparently color coordinates its summer drinks to match the hot colors in fashion so that people can have a drink that matches their outfit.
In the end I'm left with the impression that much of Starbucks rhetoric is more than a little silly, some of the bad things that people say about them are true, some are untrue (though not necessarily because Starbucks wants them to be) and yes, it really is getting away from caring about serving really good coffee. But it's also highly responsible for getting people to care about getting good coffee in the first place.
I can't stress enough how interesting and funny this book is. If you have any interest in coffee, the coffee industry, or business, I highly recommend this book.
May 15, 2017
very entertaining read. I'm still a little anti-starbucks, but at least I am doing so for the right reasons now. I enjoyed learning more about this particular passion of mine: Coffee.
December 18, 2015
Smart, funny, and utterly fascinating, but I couldn't help but feel my hackles rise at certain parts. Clark doesn't seem to quite get what it's like to be a barista at Starbucks.
October 18, 2018
To Clark, I would fall under the category of "hip young urbanite" (page 95 of 363). And just like he wrote "After they were hooked, these converts started exploring other coffee-houses, and it just so happened that there was another one right across the street" (page 197 of 363). Yes, the sweet, seductive call of the Siren. In fact, I buy Starbucks souvenir mugs from around the world and I have a gold card! I'm so glad Clark published this wake-up call in the form of a book (shout out to Odysseus).
The summary of the novel perfectly describes the contents of the book, however I think "witty cultural observations" is a polite way to describe the snarky, partly unapologetic, sometimes fond, and mostly sarcastic narrative. That's the charm of this novel-length report on Starbucks debunked (also a feat, considering the "extraordinary amount of control it exercises over its image" (page 107 of 363)). I wanted to highlight some interesting combination of words I don't often see, but find highly amusing such as:
-soul-baring candor
-sentimental bromides
-global coffee juggernaut
-output of sanctimonious catchphrases
-rambunctious friendliness
-opulent trinkets
-coffee erotica
-patently ridiculous
-a few packets of Equal into a first-rate Bordeaux would offend an oenophile
-coffee aficionados
-hyperprosperous society
-high-concept commentary
...and my personal favourite, "the malapropisms can pile up" .
I'm surprised other reviewers remark that the narrative is neutral and one person even claimed this is unbiased. I disagree with those observations: Clark does provide a (somewhat) objective report (as stated in the summary), proven by the amount of solid research that went into this book , however based on the text littered with random personal commentary (especially in the notes) and the epilogue which explains his motive , it's clear that this is personal (hence somewhat biased) and the sarcastic tone of the narrative doesn't make this a neutral report .
I appreciate the in-depth look at psyops (especially since I read about Hygge earlier this year) it made me more aware of my own spending habits (the real reason I don't just make coffee at home ). I also appreciate how he shed light on brand enhancement and the reality behind the brand's global altruism. Despite its flaws, he acknowledges Starbucks role in America's modern coffee culture (even I've seen the influence of Starbucks on gentrification). I learnt more about Fair Trade , and I didn't realize how complicated the coffee industry is until I finished this book . On top of that, I didn't know that coffea arabica is better quality than robusta, which inspires to me to think about coffee minutiae like flavor profiles and acidity (and overall, I appreciate going local even more now since reading about the impact our consumer choices have on our economy).
The summary of the novel perfectly describes the contents of the book, however I think "witty cultural observations" is a polite way to describe the snarky, partly unapologetic, sometimes fond, and mostly sarcastic narrative. That's the charm of this novel-length report on Starbucks debunked (also a feat, considering the "extraordinary amount of control it exercises over its image" (page 107 of 363)). I wanted to highlight some interesting combination of words I don't often see, but find highly amusing such as:
-soul-baring candor
-sentimental bromides
-global coffee juggernaut
-output of sanctimonious catchphrases
-rambunctious friendliness
-opulent trinkets
-coffee erotica
-patently ridiculous
-a few packets of Equal into a first-rate Bordeaux would offend an oenophile
-coffee aficionados
-hyperprosperous society
-high-concept commentary
...and my personal favourite, "the malapropisms can pile up" .
I'm surprised other reviewers remark that the narrative is neutral and one person even claimed this is unbiased. I disagree with those observations: Clark does provide a (somewhat) objective report (as stated in the summary), proven by the amount of solid research that went into this book , however based on the text littered with random personal commentary (especially in the notes) and the epilogue which explains his motive , it's clear that this is personal (hence somewhat biased) and the sarcastic tone of the narrative doesn't make this a neutral report .
I appreciate the in-depth look at psyops (especially since I read about Hygge earlier this year) it made me more aware of my own spending habits (the real reason I don't just make coffee at home ). I also appreciate how he shed light on brand enhancement and the reality behind the brand's global altruism. Despite its flaws, he acknowledges Starbucks role in America's modern coffee culture (even I've seen the influence of Starbucks on gentrification). I learnt more about Fair Trade , and I didn't realize how complicated the coffee industry is until I finished this book . On top of that, I didn't know that coffea arabica is better quality than robusta, which inspires to me to think about coffee minutiae like flavor profiles and acidity (and overall, I appreciate going local even more now since reading about the impact our consumer choices have on our economy).
August 22, 2021
Exceptionally detailed and well researched book - not just on the history of Starbucks and its influence on the world, but also of the history of coffee itself. And for an avid coffee drinker this is a delightful way of finding out more about this roasted bean.
Be warned, this book has walls of text. And nearing the end I was getting bored about reading about Starbucks BUT Clark keeps it all interesting by delving down other thoughtful trails of Mom & Pop shops, worker rights and unions, globalisation and exploring different countries and cultures throughout the book. I can't judge though, it's exactly how I would write something, thinking all the information and ideas simply must be explored and included.
This book is meticulously researched, with over a 100 people interviewed and references to more books and writers than I am prepared to list. And with quotes such as "the raw sex appeal of coffee fixers" and calling coffee "a socially sanctioned form of amphetamine", Clark really goes all out to describe our society's obsession with coffee.
Also, oh my God - Howard Schultz. Schultz who "after his near-religious experience in a Milano espresso bar" started a coffee craze that proliferated across the entire world like a plague. Delving into his strategies, his management style and his captivating personality is honestly one of the most interesting things I have come across recently. It boggles the mind that someone like him can exist.
Anyway, I'm still Starbucks free and I will forever be so, especially after reading this book. And I won't give in as easily as you do, Clark! Not even at an airport.
Be warned, this book has walls of text. And nearing the end I was getting bored about reading about Starbucks BUT Clark keeps it all interesting by delving down other thoughtful trails of Mom & Pop shops, worker rights and unions, globalisation and exploring different countries and cultures throughout the book. I can't judge though, it's exactly how I would write something, thinking all the information and ideas simply must be explored and included.
This book is meticulously researched, with over a 100 people interviewed and references to more books and writers than I am prepared to list. And with quotes such as "the raw sex appeal of coffee fixers" and calling coffee "a socially sanctioned form of amphetamine", Clark really goes all out to describe our society's obsession with coffee.
Also, oh my God - Howard Schultz. Schultz who "after his near-religious experience in a Milano espresso bar" started a coffee craze that proliferated across the entire world like a plague. Delving into his strategies, his management style and his captivating personality is honestly one of the most interesting things I have come across recently. It boggles the mind that someone like him can exist.
Anyway, I'm still Starbucks free and I will forever be so, especially after reading this book. And I won't give in as easily as you do, Clark! Not even at an airport.
November 24, 2020
3.5 stars
RTC.
RTC.
April 4, 2019
“We changed the way people live their lives, what they do when they get up in the morning, how they reward themselves, and where they meet”
- Orin Smith, former Starbucks CEO
This is the book for (a) anyone who entertains thoughts of opening a coffee shop; (b) loves Starbucks; (c) hates Starbucks; (d) captivated with the romance of coffee; (e) inordinately spends more time in cafes than his/her actual place of residence; (f) fascinated with statistics concerning the coffee industry; (g) steeped in coffee history and trivia; and (h) all of the above.
Taylor Clark prefaces his book like it was a dissertation. He explains: Starbucked is divided into two sections - In part one, we investigate the mystery of why Starbucks and coffee culture gripped America so tightly and so suddenly, and we examine some related curiosities along the way. Why did Seattle become the planet’s coffee epicentre? Why did Starbucks pay a firm to hypnotize its customers? Why doesn’t Starbucks have any noteworthy competitors? Part two explores the ethical issues that swirl around the company as it pursues its goal of global domination. Does Starbucks prey on independent cafes, as critics claim? Should we feel complicit in the plight of impoverished coffee farmers each time we buy a vanilla latter?
On a related note, Time Magazine has reported (21 April 2008) that Howard Schultz, self-proclaimed coffee messiah, has taken the position of CEO again in Starbucks after he relinquished the post in 2000 for a seat on the board (but did he ever leave Starbucks? Schultz’s office was right next to CEO Jim Donald). This is amidst growing complaints from customers, decrease in 40% of its stock price the past 12 months, and comparable-store sales turning negative.
Uncle Howie is already shifting gears. For starters, he has scrapped the breakfast sandwiches (they overpower the scent of coffee), reporting of comp-store sales (too much focus on numbers means less focus on customers), the verismo (the old machines gives baristas less control over the steaming of milk and blocks their view of patrons), cluttered counters (the mishmash of stuff distracts from coffee), and stores every corner (unwieldy US growth will slow, the company will still push ahead overseas).
And what’s in? Grinding beans in stores (will restore the coffee aroma). MyStarbucksIdea.com (a site invites customers’ gripes and suggestions), the mastrena (the barista can be seen over this new espresso machine), Conservation International (the group will certify where beans come from), and loyalty card (free drip refills and latte extras for repeat customers).
Why did Schultz return to Starbucks? Uncle Howie, the savior of the coffee universe, proclaims, “I came back because it’s personal. I came back because I love this company and our people and I feel a deep sense of responsibility to 200,000 people and their families.” Ahem (the decrease in Starbucks’ stockprice has resulted in the corollary decrease of about US$400 million in Schultz’s worth).
As the Starbucks mantra goes, “Onward Howard!”
- Orin Smith, former Starbucks CEO
This is the book for (a) anyone who entertains thoughts of opening a coffee shop; (b) loves Starbucks; (c) hates Starbucks; (d) captivated with the romance of coffee; (e) inordinately spends more time in cafes than his/her actual place of residence; (f) fascinated with statistics concerning the coffee industry; (g) steeped in coffee history and trivia; and (h) all of the above.
Taylor Clark prefaces his book like it was a dissertation. He explains: Starbucked is divided into two sections - In part one, we investigate the mystery of why Starbucks and coffee culture gripped America so tightly and so suddenly, and we examine some related curiosities along the way. Why did Seattle become the planet’s coffee epicentre? Why did Starbucks pay a firm to hypnotize its customers? Why doesn’t Starbucks have any noteworthy competitors? Part two explores the ethical issues that swirl around the company as it pursues its goal of global domination. Does Starbucks prey on independent cafes, as critics claim? Should we feel complicit in the plight of impoverished coffee farmers each time we buy a vanilla latter?
On a related note, Time Magazine has reported (21 April 2008) that Howard Schultz, self-proclaimed coffee messiah, has taken the position of CEO again in Starbucks after he relinquished the post in 2000 for a seat on the board (but did he ever leave Starbucks? Schultz’s office was right next to CEO Jim Donald). This is amidst growing complaints from customers, decrease in 40% of its stock price the past 12 months, and comparable-store sales turning negative.
Uncle Howie is already shifting gears. For starters, he has scrapped the breakfast sandwiches (they overpower the scent of coffee), reporting of comp-store sales (too much focus on numbers means less focus on customers), the verismo (the old machines gives baristas less control over the steaming of milk and blocks their view of patrons), cluttered counters (the mishmash of stuff distracts from coffee), and stores every corner (unwieldy US growth will slow, the company will still push ahead overseas).
And what’s in? Grinding beans in stores (will restore the coffee aroma). MyStarbucksIdea.com (a site invites customers’ gripes and suggestions), the mastrena (the barista can be seen over this new espresso machine), Conservation International (the group will certify where beans come from), and loyalty card (free drip refills and latte extras for repeat customers).
Why did Schultz return to Starbucks? Uncle Howie, the savior of the coffee universe, proclaims, “I came back because it’s personal. I came back because I love this company and our people and I feel a deep sense of responsibility to 200,000 people and their families.” Ahem (the decrease in Starbucks’ stockprice has resulted in the corollary decrease of about US$400 million in Schultz’s worth).
As the Starbucks mantra goes, “Onward Howard!”
May 20, 2018
This is really not all about Starbucks and the empire Howard Schultz built. It gives a history of coffee and the coffeehouse focusing on America. It talks about how Fair Trade coffee works and doesn't work. It talks about caffeine and the addiction today's world has not only from coffee but also tea, soda and energy drinks. There is talk about what is actually in that cup: the chemistry of aroma and taste.
But it is predominately about Starbucks: how it started and how it became the mega corporation that is in nearly every country of the world. Admittedly, the book was published in 2007 and it likely has made further inroads into that goal. Then there is how it developed the 'machine' for building more stores and it's 'green apron' army.
The writer is sarcastic, irreverent and amusing without being cruel or disparaging. The book started as a joke - the farthest point from a Starbucks in Portland, Oregon and grew from there.
Next time you walk into a Starbucks, take a look around and realize that every aspect is controlled by Howard Schultz. But also realize, as Starbucks has gained more stores across the world, there has also been something lost: the original baristas knew coffee and could likely hold their own in the World Barista Competition (Yes, there is such a thing) but today's Starbucks partner would never even be considered. You can go into a Starbucks in any country, in just about any airport and expect to get the same cup of latte or cappuccino you got at the SB around the corner.
Just for something different, try the local coffeehouse. Not only for the comparison of the coffee but the atmosphere, the social interaction and knowing that you are supporting the local economy.
But it is predominately about Starbucks: how it started and how it became the mega corporation that is in nearly every country of the world. Admittedly, the book was published in 2007 and it likely has made further inroads into that goal. Then there is how it developed the 'machine' for building more stores and it's 'green apron' army.
The writer is sarcastic, irreverent and amusing without being cruel or disparaging. The book started as a joke - the farthest point from a Starbucks in Portland, Oregon and grew from there.
Next time you walk into a Starbucks, take a look around and realize that every aspect is controlled by Howard Schultz. But also realize, as Starbucks has gained more stores across the world, there has also been something lost: the original baristas knew coffee and could likely hold their own in the World Barista Competition (Yes, there is such a thing) but today's Starbucks partner would never even be considered. You can go into a Starbucks in any country, in just about any airport and expect to get the same cup of latte or cappuccino you got at the SB around the corner.
Just for something different, try the local coffeehouse. Not only for the comparison of the coffee but the atmosphere, the social interaction and knowing that you are supporting the local economy.
March 30, 2009
In "Starbucked," Taylor Clark serves up an entertainingly-written, well-researched overview of the Starbucks phenomenon. Clark was working as a reporter at an alternative weekly in Portland, Oregon, when he became intrigued by the pervasive presence of the coffee chain. After a neighborhood dispute over a new Starbucks in Portland escalated into an attempted firebombing, he wrote an article about the controversy. He soon decided there was a book-length story to be told.
The result is divided into two sections. The first tells the tale of Starbucks' evolution from a funky Seattle coffee roaster to a global giant with 13,000 stores; the second segment of the book examines some of the controversies that swirl around the company. Does Starbucks squeeze the mom and pop coffee outlets out of existence? Does it exploit coffee growers, or its own employees? Does its reach overseas represent an imperial presence that threatens local cultures? The answers that Clark finds are sometimes surprising, and often more nuanced that those on either side of the debates would like you to think.
There are many books by Starbucks insiders, but if you're looking for a balanced overview of the company's history and the controversies surrounding it...If you've ever wanted to know more about the great monolith that brings you your morning latte...then this book is for you.
The result is divided into two sections. The first tells the tale of Starbucks' evolution from a funky Seattle coffee roaster to a global giant with 13,000 stores; the second segment of the book examines some of the controversies that swirl around the company. Does Starbucks squeeze the mom and pop coffee outlets out of existence? Does it exploit coffee growers, or its own employees? Does its reach overseas represent an imperial presence that threatens local cultures? The answers that Clark finds are sometimes surprising, and often more nuanced that those on either side of the debates would like you to think.
There are many books by Starbucks insiders, but if you're looking for a balanced overview of the company's history and the controversies surrounding it...If you've ever wanted to know more about the great monolith that brings you your morning latte...then this book is for you.
June 7, 2008
For the most part a very interesting book on the history of Starbucks. One thing I learned is something I intuitively knew all along: All the mom and pops who curse Starbucks for being a giant gorilla that seeks their destruction actually owe their success to Starbucks. Starbuck created the market for what they sell and because of Starbucks, specialty coffee has grown incredibly and helped create many mom and pops. One competitor said the best thing you could do is have a coffee shop right next to Starbucks.
July 13, 2010
Not the best book of its type I've read, but worth a read if you're reasonably interested in the subject matter. I liked that the author didn't focus exclusively on Starbucks, but took some time to locate the chain in the context of other coffee company, and even the more historic roots of the beverage. There's also some nice discussion of whether coffee (well, really caffeine) itself is healthy/harmful, physiologically, psychologically, and on a more macro level, economically.
November 25, 2009
Since I'm not a Starbucks customer or one of those anti-Starbucks people I wasn't sure I'd enjoy this book.
But I did. It's actually a pretty funny book and the author tells the story of Starbucks and the gourmet coffee industry fairly.
I think even a non-coffee drinker would enjoy the book.
But I did. It's actually a pretty funny book and the author tells the story of Starbucks and the gourmet coffee industry fairly.
I think even a non-coffee drinker would enjoy the book.
May 6, 2013
A fascinating, balanced read. My full reflection/review on the book can be found on my blog Seriously Planning here: http://seriouslyplanning.wordpress.co...
August 18, 2008
a few very interesting facts and points, but also pretty repetitive. maybe would have been better as an article.
August 25, 2012
The facts that I learned were very interesting, but this definitely wasn't a page-turner for me.
January 5, 2016
An interesting history of not only Starbucks, the company, but of coffee itself.
December 31, 2023
I'm finishing the 24th book of my Goodreads 24 "book goal" just under the wire!
I actually started this book almost 20 years ago (it was published in 2004), "briefly" put it aside, and never got back to it. I decided that I'd finish it now or never. I found the Starbucks story interesting and, being a Starbucks devotee, also liked learning about the drinks. The enjoyment paled a bit with age though - I know a lot of what is discussed is no longer accurate or relevant. (Examples: Union fights, issues about limiting how much time customers can spend in Starbucks, as some want to spend all day, basically camping out.) I read the first 150 pages or so closely, but then started scanning, focusing only on what most interested me. My "random notes" section below reflects this.
So, yes, I enjoyed the book, but it is handicapped by its age. I think anyone interested in learning about the company could find more current information.
++++++++++++++++
Random Notes:
44 story of the logo and its evolution from scandalous to today's innocuous mermaid-the first Starbucks store (basically a Peet's story) is a big tourist attraction in Pikes Place Seattle-Starbucks was started by 3 guys in 1971, connection to Peet's coffee-51 caffeine kills frogs-52 Schultz visited Milan in 1983 for housewares exhibit, saw hundreds of coffee houses where people come for a few minutes, order espresso, get served small cups, drink it standing up, and leave after a few minutes, like a cocktail party - revolutionary thought for America-Schultz working class background-he tried to talk Starbucks founders into this new idea of selling gourmet beverages, they didn't go for it-he did put a small espresso bar in a corner of a Starbucks and it was popular, huge hit-60 espresso never really caught on in America, we like our lattes-60 in 1983, Starbucks bought Peet’s; "the upstart kid was succeeding its grizzled mentor." After many years of nonstop toil, Alred Peet had burned out and sold his beloved business to a Peetnik named Sal Bonavita, who soon burned out as well. Bonavita told Baldwin, a Starbucks founder, that he wanted to sell. Baldwin became so excited he had to walk to the men’s room to calm down.
-Shultz wanted to have espresso bars, so he left Starbucks to start his own stores, Il Giornale
-then bought Starbucks and brought lattes to the masses
-One of several reasons Seattle was a good starting home for Starbucks;: the city's water, which had the perfect hardness for brewing espresso.
-68 Schultz decided to give all employees who worked over 20 hours, insurance and stock options, unheard of
-69 Schultz wants to branch out from Northwest, tries Chicago, disaster, no one used to such strong coffee - then opened stores in LA
(-Hollywood was perfect for designer coffee)
-73 hang on, you can order a soy nonfat sugar-free vanilla latte? I did not know you could get sugar-free lattes - I have to try it!
-74 Starbucks went public in 1992
I actually started this book almost 20 years ago (it was published in 2004), "briefly" put it aside, and never got back to it. I decided that I'd finish it now or never. I found the Starbucks story interesting and, being a Starbucks devotee, also liked learning about the drinks. The enjoyment paled a bit with age though - I know a lot of what is discussed is no longer accurate or relevant. (Examples: Union fights, issues about limiting how much time customers can spend in Starbucks, as some want to spend all day, basically camping out.) I read the first 150 pages or so closely, but then started scanning, focusing only on what most interested me. My "random notes" section below reflects this.
So, yes, I enjoyed the book, but it is handicapped by its age. I think anyone interested in learning about the company could find more current information.
++++++++++++++++
Random Notes:
44 story of the logo and its evolution from scandalous to today's innocuous mermaid-the first Starbucks store (basically a Peet's story) is a big tourist attraction in Pikes Place Seattle-Starbucks was started by 3 guys in 1971, connection to Peet's coffee-51 caffeine kills frogs-52 Schultz visited Milan in 1983 for housewares exhibit, saw hundreds of coffee houses where people come for a few minutes, order espresso, get served small cups, drink it standing up, and leave after a few minutes, like a cocktail party - revolutionary thought for America-Schultz working class background-he tried to talk Starbucks founders into this new idea of selling gourmet beverages, they didn't go for it-he did put a small espresso bar in a corner of a Starbucks and it was popular, huge hit-60 espresso never really caught on in America, we like our lattes-60 in 1983, Starbucks bought Peet’s; "the upstart kid was succeeding its grizzled mentor." After many years of nonstop toil, Alred Peet had burned out and sold his beloved business to a Peetnik named Sal Bonavita, who soon burned out as well. Bonavita told Baldwin, a Starbucks founder, that he wanted to sell. Baldwin became so excited he had to walk to the men’s room to calm down.
-Shultz wanted to have espresso bars, so he left Starbucks to start his own stores, Il Giornale
-then bought Starbucks and brought lattes to the masses
-One of several reasons Seattle was a good starting home for Starbucks;: the city's water, which had the perfect hardness for brewing espresso.
-68 Schultz decided to give all employees who worked over 20 hours, insurance and stock options, unheard of
-69 Schultz wants to branch out from Northwest, tries Chicago, disaster, no one used to such strong coffee - then opened stores in LA
(-Hollywood was perfect for designer coffee)
-73 hang on, you can order a soy nonfat sugar-free vanilla latte? I did not know you could get sugar-free lattes - I have to try it!
-74 Starbucks went public in 1992
May 16, 2025
Oh well… I've been meaning to read this book since I got addicted to caffeine, which was not so long ago (a year and a half). And I also wanted to understand the hype behind the overpriced cup of caffeine, which I'm guilty of consuming once in a while.
The book starts with the history of coffee beans, when and where they originated (full of fun facts by the way), followed by how Starbucks dominated the coffee industry, invented the concept of coffee as a gourmet experience, and came up with unique names for their drinks and sizes. And how Starbucks changed the dynamics of the modern world.
‘We change the way people live their lives, what they do when they get up in the morning. How they reward themselves, and where they meet.’
- I don’t know whether to be mad or impressed by Schultz’s tactics on how he managed to capitalize on the country's culture.
‘Each store opened with its own miniature marketing campaign, which was usually tied to a local charity. Allying with a charity was more than just public relations; it also earned the company access to huge networks of people.’
The second half investigates the ethical debates about company’s interactions with different segments of society.
According to its critics, Starbucks is:
1.Killing the character of neighborhoods and employing predatory tactics to take out locally owned coffee-houses
2. Causing the suffering of millions of Third World coffee farmers by paying unfair prices for beans.
3. Peddling a product that is harmful to our health (and to our delicate palates).
4. Exploiting its employees and crushing their attempts to unionize.
5. Homogenizing the planet and destroying cultural diversity by saturating the world with its stores.
***
The writing is very engaging, with a touch of humor that makes it easy to read, and it's definitely persuasive. But that same tone made me question the narrative’s credibility. Certain parts felt a bit exaggerated, as if the author was more focused on keeping things entertaining than on staying objective. Then I reached the author's note at the end:
'... I would love to be able to list my source for every fact in this book, but space constraints prevent this.'
So... footnotes broke the budget, I guess??
Did this book make me not want to visit SB again? Maybe…
Did it make me want to quit caffeine? Yes!
(That’s the end goal, to quit caffeine completely, which is a hard thing but not a hopeless case.)
We’ll see…
The book starts with the history of coffee beans, when and where they originated (full of fun facts by the way), followed by how Starbucks dominated the coffee industry, invented the concept of coffee as a gourmet experience, and came up with unique names for their drinks and sizes. And how Starbucks changed the dynamics of the modern world.
‘We change the way people live their lives, what they do when they get up in the morning. How they reward themselves, and where they meet.’
- I don’t know whether to be mad or impressed by Schultz’s tactics on how he managed to capitalize on the country's culture.
‘Each store opened with its own miniature marketing campaign, which was usually tied to a local charity. Allying with a charity was more than just public relations; it also earned the company access to huge networks of people.’
The second half investigates the ethical debates about company’s interactions with different segments of society.
According to its critics, Starbucks is:
1.Killing the character of neighborhoods and employing predatory tactics to take out locally owned coffee-houses
2. Causing the suffering of millions of Third World coffee farmers by paying unfair prices for beans.
3. Peddling a product that is harmful to our health (and to our delicate palates).
4. Exploiting its employees and crushing their attempts to unionize.
5. Homogenizing the planet and destroying cultural diversity by saturating the world with its stores.
***
The writing is very engaging, with a touch of humor that makes it easy to read, and it's definitely persuasive. But that same tone made me question the narrative’s credibility. Certain parts felt a bit exaggerated, as if the author was more focused on keeping things entertaining than on staying objective. Then I reached the author's note at the end:
'... I would love to be able to list my source for every fact in this book, but space constraints prevent this.'
So... footnotes broke the budget, I guess??
Did this book make me not want to visit SB again? Maybe…
Did it make me want to quit caffeine? Yes!
(That’s the end goal, to quit caffeine completely, which is a hard thing but not a hopeless case.)
We’ll see…
April 5, 2021
Book on Starbucks with Howard Schultz at the helm and the phenomenal rise of it's
expansion strategy in the USA and internationally.
It became a commercial juggernaut with over 40 million customers visiting one of its stores around the world during its heyday. People were willing to pay up to $4.50 for a cup of coffee. Does the book explore the Why? It sure does. In one of the chapters, Clark talks about customer psychology. They brought in psychologists to study their customers' behaviour. They didn't leave anything to chance.
Sometimes the coffee smell in Starbucks is very strong, powerful and lingering. There's a reason behind it—one of the stories elaborated on the coffee bean roasting technique. The psychologist discovered the olfactory stimulated through smell, the customer would stay longer, buy more and build an affiliation with the brand. How did they achieve this, but over roasting the coffee bean by a fraction more time?
They even managed to break into the Italian market but revised their strategy. In Milan, they opened a coffee emporium. Here, customers got to see, smell, and taste the coffee roasted on-site. In Italy, the strategy became a competitive advantage of moving away from the traditional coffee shop experience. The appeal was primarily to the younger, global customer who would happily buy into the Starbucks' front living room experience fostered.
expansion strategy in the USA and internationally.
It became a commercial juggernaut with over 40 million customers visiting one of its stores around the world during its heyday. People were willing to pay up to $4.50 for a cup of coffee. Does the book explore the Why? It sure does. In one of the chapters, Clark talks about customer psychology. They brought in psychologists to study their customers' behaviour. They didn't leave anything to chance.
Sometimes the coffee smell in Starbucks is very strong, powerful and lingering. There's a reason behind it—one of the stories elaborated on the coffee bean roasting technique. The psychologist discovered the olfactory stimulated through smell, the customer would stay longer, buy more and build an affiliation with the brand. How did they achieve this, but over roasting the coffee bean by a fraction more time?
They even managed to break into the Italian market but revised their strategy. In Milan, they opened a coffee emporium. Here, customers got to see, smell, and taste the coffee roasted on-site. In Italy, the strategy became a competitive advantage of moving away from the traditional coffee shop experience. The appeal was primarily to the younger, global customer who would happily buy into the Starbucks' front living room experience fostered.
December 30, 2020
I enjoyed this account of the coffee peddler we love to hate, although it is now a bit dated (published 2007). I agree with Kirkus review of this book which describes it as "An absorbing account bolstered by solid reporting. He (Taylor Clark) could profitably have played the brash op-ed provocateur a bit more." That would have sold more copies of the book, but as it is, the research and presentation are solid and entertaining. This may have been the first book to cover the story of Starbucks from an outside perspective.
Although hardly a page turner, Clark really does cover the issues, asks all the questions, and often provides surprising answers that challenge what "everybody knows" about Starbucks, such as its impact on local coffee houses and on the global price of coffee. Clark's chronological approach in the first half is well suited to those of us who enjoy the brew but hardly know the story. He weaves his presentation and interviews of the key characters into the story very smoothly. And his examination of the "issues" in the second half is well balanced.
I was grateful to be gifted this book and appreciated it, but am hesitant about recommending it because the subject of Starbucks as a business and cultural influencer has evolved greatly since this book was published. Great record for coffee history buffs, or those who would like a good distraction from 2020.
Although hardly a page turner, Clark really does cover the issues, asks all the questions, and often provides surprising answers that challenge what "everybody knows" about Starbucks, such as its impact on local coffee houses and on the global price of coffee. Clark's chronological approach in the first half is well suited to those of us who enjoy the brew but hardly know the story. He weaves his presentation and interviews of the key characters into the story very smoothly. And his examination of the "issues" in the second half is well balanced.
I was grateful to be gifted this book and appreciated it, but am hesitant about recommending it because the subject of Starbucks as a business and cultural influencer has evolved greatly since this book was published. Great record for coffee history buffs, or those who would like a good distraction from 2020.
March 30, 2024
I really enjoyed reading this book. It had me laughing quite a bit while also giving me a craving for coffee with all of the detailed descriptions 😂. But seriously, I read through this book in a few days because it was such an easy read and such a fascinating story. So many interesting people involved in the growth of Starbucks. And the history of coffee in general was a fascinating read. I never stopped to consider how dominant Starbucks is at what they do and seeing the scope of their achievements outlined was pretty impressive. It really does typify the issues of globalization. But they are ultimately fairly benign compared to the big mass producers in the market. But their great marketing and success that has made them so successful has also make them easy to deride.
The only downside is that the author can seem a bit mean spirited at times. But if you come to take those bits in jest it’s still a fun read.
The only downside is that the author can seem a bit mean spirited at times. But if you come to take those bits in jest it’s still a fun read.
June 8, 2017
Starbucked by Taylor Clark is about the history and effects of the Starbucks company. It is divided into two parts. The first part is The Rise of the Mermaid. This follows the birth of the coffee giant and it’s master: Howard Shultz. Who’s ruthlessness would have found good company with the conquerers of old. The second part is Getting Steamed. This follows the economic and social effects of starbucks. It’s sort of american coffeehouse anthropology. I read this book fairly quickly. The first part provides an in depth history while the second part provides an unbiased view of how Starbucks operates and effects the community where it resides.
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