Anthropologists from the University of West Virginia went to Boston and observed what was going on a three different Starbucks stores and three locally owned independent coffee joints.
They focused on things like how social and welcoming a place is; the seating arrangement; amenities like power outlets and Wi-Fi; and overall atmosphere (music volume, volume of chatter, wall color, lighting, and décor.)
The Boston Globe reports:
The biggest surprise was that, on the whole, Starbucks actually provided a more welcoming environment than any of the three local coffee houses. ...The anthropologists also noted that the Starbucks baristas were friendlier to new customers than the bespoke hipsters behind the counter at the local places.
* Which place is friendlier, Starbucks or a local Boston coffee shop?
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