Geog Powerpoint

Imagination and Perception

of a Coffee Shop

Freddie Jolly, Marissa Miano, and Shannon Stinson

How does the perception of a coffee shop alter between the

Chapel Hill Starbucks (a corporately-owned giant)

and Caffé Driade (an independently owned store)?

Process of interviewing customers…

Methodology

WHERE: Starbucks and Caffe Driade

WHAT: to discover more about the distinct imagination and perception of the two stores.

WHO: managers and customers within both stores.

WHY: to discover more about the characteristics of different socio spaces within a city and their reflection, as well as, interaction within the culture.

WHEN: weekday afternoon

Starbucks vs. Caffé Driade

Starbucks Caffé Driade•Corporately owned •Individually owned

•One door in and out service

•multiple doors for easy access and free movement- encourages sitting

•Only to-go cups used •Most get a mug/glass, to-go cups available

•Constructed environment •Natural environment

•Uniformity- dress code, decorations, furnishings, customer service

•No set dress code, decorations and furnishings are reflections of the owner’s taste… no standards but for the barista to make a good drink

•Music is economized and set by the corporation, iTunes connection shows the influence of pop culture

•No music rules- played to the contentment of the barista

•Manager “people come here for the coffee and the caffeine buzz” “people come here because it is familiar and convenient”

•Manager “people come here for our espresso. Most get here an hour early to find their table, converse with other regulars and relax”

•Location- extremely close to campus, not many parking options

•Location- not in walking distance from campus, parking available

•Mainly college students •Mainly graduate students and adults

•Pop culture •Bourgeoisie

Flows of Caffé Driade Flows of Starbucks

Our Conclusion…

BOTH are viewed as third places within a dynamic university town known as Chapel Hill.

Caffé Driade

•space of bourgeois cultural capital, with its specialty drinks, support for local independent artists, and atmosphere of personal expression

•independent café, direct expression of the owners imagination/perception

Starbucks

•large corporation who monopolizes the coffee industry

•icon of popular culture, caters to a large demographic

•symbols are recognizable and locations are convenient