Page 71 - The Starbucks Experience

PRINCIPLE 2

“gut reaction,” but others clearly track the details that gen-
erate their positive emotional responses.
A barista from Columbus, Ohio, puts it this way: “We pay
attention to that atmosphere. We are vigilant about the music
in the background, pleasant colors, comfortable furniture,
and the right amount of lighting. I make sure the tables are
clean and the carpet is not littered with crumbs, except for
major eating incidents here and there, mostly involving chil-
dren and pastries. I do my part to keep it warm and inviting.
I want my Starbucks store to be open and airy for our cus-
tomers. I want the details to reach out and say ‘Come in and
stay awhile.’”
Customers value the detailed attention given to a business’s
ambience. For customer Beth Jones, Starbucks produces a felt
sense that is almost like a minivacation. “One of the things I
56 love most about Starbucks is the relaxed atmosphere.
Nobody tells you to leave or gives you a dirty look if you’ve
been there over a half hour, unlike a certain donut haven I
know. It’s a great place to go to talk with that special some-
one, catch up with an old friend, or escape after a stressful
day at work. You can’t go to Disney World every day, unfor-
tunately, so Starbucks is my affordable luxury.”
Whether it is this sense of affordable luxury or some other
emotional response, the individuality of customers draws
them to specific aspects of a business’s environment. Cus-
tomer Leslie Alter reports that she particularly enjoys the way
Starbucks offers her a positive change in atmosphere. “It’s
not quiet at Starbucks, and that’s why I come here. If I
wanted quiet, I’d sit in my apartment. I like the music, and I
like the noise, and I like the atmosphere—the people talking,
the pumping of the machines, the choice of songs they play.
I even notice subtle differences between stores.”