Starbucks’ serene atmosphere and familiar coffee aroma welcomes a crowd of teenagers coming from a stressful day at school. However, before they have time to order Caramel Frappuccinos and spread their books across a table, a brazen man with a beer in his hand begins to yell profanities in their direction. An elderly woman, disturbed by what she has witnessed, grabs her young grandchildren and quickly rushes them out of the shop.
People of all ages have consistently gone to Starbucks to relax and work quietly, but that peaceful environment will soon be forever changed. Starbucks executives have recently decided to add regional wine and beer to the company’s menu in an effort to attract a wider customer base in the evenings. The revamped locations will also include restaurant-style cheese plates and rebuilt barista bars to seat customers closer to the bar.
However, the decision to add alcohol to the Starbucks menu will have far-reaching repercussions. Many individuals have come to expect their neighborhood Starbucks to entertain a certain amount of professionalism. Starbucks often replaces local libraries for young adults looking for a quiet space to study. High school students meet after school to work in study groups, college students use Starbucks as an escape from chaotic dorm life and writers and entrepreneurs value the quiet work area. Many of these individuals will find themselves working late into the night, now forced to share their coffeehouse with drunk, unruly customers.
The decision is also an invitation for minors to engage in illegal drinking. Not only does the company set a poor example to teenagers by promoting drinking as a necessary component of a night life, but it also provides them with the possibility of easier access to alcoholic beverages. The company should set an example by promoting its nighttime appeal without alcohol.
By selling alcohol, Starbucks will change the core atmosphere of its cafés, which will become too rowdy for various members of the community. Consequently, the company may lose a greater customer base than it gains.
Although the above scenario was hypothetical, one could soon find himself or herself in a less than ideal future where the local Starbucks is a hot spot for scandalous teenagers and inappropriate adults. •
