Are consumers simply giving up on coffee -- at Starbucks and elsewhere?

Maybe, says Brandweek magazine. "Starbucks could easily become a hallmark of this decade, and that, when the next one hits, will look as dated as the grunge look does today," says its writer. "That's because Starbucks is more than a chain, it's a fashion statement. Just look at the Hollywood stars toting their Frappuccinos around in US Weekly's candid photo pages like they were this year's trucker cap. But fashions have a way of changing. That's why the coffee industry may soon have to wake up to the fact that for many young people, coffee's just not cool."  (Read the BrandWeek magazine story)

Comments

Coffee has been around for a thousand years. It will be around for a thousand more.

Perhaps starbucks will stop being cool, but certainly not coffee.

[molly]

I'm fairly far outside of the "cool" realm, but I don't really sip my lattes and think...man, i am really cool now...or this is what being cool feels like.

In fact, I hope starbucks is uncool someday: that way we don't have to make so many frappucinnos. I'd be fine with the uncool crowd, as long as they ordered lattes instead.

That being said, I think a lot of my customers are middle-aged adults anyway, many of whom do not care a bit about being cool...and their short pants and plaid shirts affirm that for me....especially the guy with the bowtie who spends like 10.00 a day on lattes for himself and his wife.

[Northern Barista]

This post is hilarious nd timely. Yesterday I had a whole family wander in, the Mom asked the kids what they wanted and there was a chorus of drink orders spouted of. But then the teenage son looks at his Mom and says, "I want something cool." Trying to be the ever helpful barista, I smile and say, "The frappuciinos are cold - they're blended with ice." He looks at me and says,"Not something cool. Something that's you know, cool." I had to bite my lip to keep from giggling.

[Northern Barista]

Post Script:

Sorry for the errors. Time for a keyboard with non-sticky keys. :)

[justsayno]

Yep, the little ladies sipping their lattes through green straws are definitely a fashion statement. Let the trend followers find something new, leave the coffee shops to those that appreciate coffee for what it is. And that is not a 7 pump grande white mocha, or a venti extra caramel caramel frappachino!

[sherrie]

...who in the hell thinks starbucks is cool? Other than britney spears...

And who cares if young people don't think coffee is "cool"? Just give it 10 years and they'll be back... and they'll be back wanting ACTUAL coffee. Besides, when kids 10-17 stop coming into my store and buying frapp upon frapp upon frapp [and, you know, trying to steal from the store] is the day I sing hallelujah.

and off on a tangent that's mildly related [espresso/coffee relation]- Who else is really excited for the training tomorrow???

[NESouth Barista]

Cool, not cool... who cares?

We're getting the high school kids stopping by, getting grande drip coffee, occasional doppio espressos, and Americanos, as well as Chai lattes and hot tea.

I overheard one of the groups talking about what to get, and one said something like "Lets get frappuccinos!" and another replied "Are you kidding? Have you even read the nutritional brochure? I'm getting a grande americano, and a bottle of water!".

These kids were on the order of 16-17 years old - and one came back later to ask questions about using a french press.

There really is hope for the future!

[Portia]

Can someone explain to me why these ladies drink their lattes through our green straws? It looks childish to me. If they are trying to not stain their whitened teeth they will end up with smoker type ugly wrinkles instead. If you don't believe me look in the mirror while you are sucking on a straw.

[oakapple]

I've been saying this for years. Does anyone remember when there was a TCBY on every corner, or is that too distant a memory. In 10 years, Starbucks will be as cool as a stovetop.

[COFFEEISLIFE]

Actually, a friend of mine does that... and I always think she looks so dumb drinking coffee through a straw but she claims her dentist told her it's better for her... partly because of the whole teeth stain thing but also because of the position you end up in when you throw your head back to swallow without a straw... I dunno. I just can't bring myself to try it. I think it looks dumb.

[Northern Latte]

I've got a customer who says she drinks through the straw so not to disturb her lipstick....But I saw a man doing it the other day and couldn't beleive how dumb he looked!!!

[Javaccino]

Drinking lattes through straws? Definitely un-cool.
Speaking of cool, I wonder what the kids think about all the Sinatra we've been playing lately (classic cool).

[CoffeeMan]

My dentist told me to drink coffee & juices through a straw to keep my teeth white. Unfortunately, I was told this after drinking coffee for 25 years! Oh well.

I like that it says on the wrapper for the straw "Not for use in hot beverage" but that doesn't stop anybody. We have quiet a few women who do that at my store. I think they look kinda prissy myself. But I have heard of the drinking things more likely to stain via straws. But do they drink their red wine through a straw?

I really don't think it's a "coffee" issue...It's a "fashion" issue ...Starbucks has fallen out of "fashion". And I think it's because of the old adage..Something easily had is not worth having..Even for me, Starbucks was better when I actually had to go out of my way to find one...

nothing makes me feel "cooler" than sipping a latte, unless i'm smoking a cig with my latte..then i just sit outside on my break basking in my awesomness thanking the almighty joe camel and his spears family disciples for such an awesome trend...ahhh yeahhh

[Orin]

It must be remembered that Starbucks' product is not "coffee" (uh, the drinks are mostly *milk*), but a delusion of sophistication. Wow, even though I live in a featureless beige suburb, I'm really cool because I'm drinking a mocha and listening to 50-year-old lounge music (a couple years ago it was 30-year-old reggae)... that's gotta be worth four bucks, right?

Except eventually these alleged sophisticates find something else because Starbucks is no longer cool...

[Mario]

Nail, head, hit with this one
"...Starbucks has fallen out of "fashion". And I think it's because of the old adage..Something easily had is not worth having..Even for me, Starbucks was better when I actually had to go out of my way to find one..."

Agree completely. More than anything else, ubiquity killed the cool cat. Not saying its agood, not saying its abad. But am sayings its atrue.

I like it, it's good but I rarely go; why? Because in my town they have placed them in spots that are not very condusive to rush hour. The one I pass has no drive through and a very difficult entry/exit with the big delivery truck blocking up my "out" at 7:45AM, and the other close to my work is downtown with no parking. I wish we'd get some stand alones that were easy to get in and out of.

[Camille Claudel]

I am dating myself here but I remember a time when coffee was just for grown-ups.

I wince when I see parents buying coffee for their kids.

I wince even more when I see the parents and the kids and the family dog and 10 aunts and little cousins all standing in a pile, screaming and talking amongst themselves, while ordering fraps...their fat belly rolls hang off the tops of their jeans.

Sigh.

[Kit Kat]

Haha...working in a mall store i make about a billion fraps every day...well...I'm exagerating (but not that much). Nothings more amusing then seeing a twelve year old diva offer my daddys credit card and ask for "a mocha, the cold one, blended tall size." All while texting her friends and pulling money from a fake coach wallet.

[Anne]

Just look at the economy right now. With the increased costs of housing and feeding your family, you have to do a cost comparison and decide if that $3 cup of joe is worth it. I can make a better cup at home with my trusted french press and $5/tub Folgers than Starbucks ever could...and a heck of a lot cheaper!

If I'm out and about, I'm more apt to stop at McD for a very large iced coffee for $2, than than a tinier $5 one from Starbucks. But really, I'm just in it for the caffiene...not the image. ;-)

Anne

[Daniel]

I find it very funny.

I am a big lover of coffee but what starbucks sell is not coffee...

it tends to be for wannabes that don't actually know what real coffee should taste like.

I was in Sweden recently and they do not have big chain coffee houses in certain citys, this allows the independants to sell proper, traditional, good tasting coffee.

just my 2 beans worth x