While waiting for the complicated mixture, the women in back of me - seemingly bewildered at the sights she has just witnessed – simply states “ medium black coffee”, is quickly handed her drink, and leaves. The juxtaposition made me laugh audibly, as I walked away with what was to become a much rarer indulgence, my soy chai tea latte with a double shot of espresso (herein referred to as “the drink” for the sake of space and patience). While we all have some inkling of how ludicrous the concept is of these luxurious drinks, the waiting, the wasted money, and the sheer ridiculousness seem to have no effect.
So, what does this mean about our society? Several societal concepts of what we deserve and need as free and content Americans show through this phenomenon. Freedom in choice is something famously American, whether it be on the president or on the meals we eat, which has made the idea of individuality or “uniqueness” a common theme not only in politics but in business models. On a more serious note, addiction has been famously glorified and romanticized in our culture within the past few decades through popular lore and more recent rehabilitation shows highlighting not only the struggle but the expansion of what addiction can be.
In 2003, a Christian Science Moniter article ran a piece about the possibility of the city of Seattle instituting a 10 cent tax on designer coffee drinks, mainly anything containing espresso, and the tax being allocated to educational programs. Seattle, a decidedly caffeinated city was spit between those filled with horror and those with indifference. A resident named Ms. Balshor claims: "This is singling out one group - coffee drinkers - and making them pay. Why not tax chocolate-eaters?" She was among the several in this article with sensitivity against the tax. Another resident with the name Nombalais makes a decidedly more pointed comment, ringing with truth: "If you can afford $2.50 for a latte, you an afford 10 cents for kids." (Paton)
Maybe it is a bit harsh to stake the claim that the American consumer will support their coffee fueled happiness over the educational opportunities of the youth as a general rule, but questioning it for even a moment shows a strange allegiance to this luxury. This raises the important idea that we do not seem to be logical in choosing our indulgences. There is really no lifelong benefit to partaking, as in my particular drink where the price is a touchy subject at about $5.60. One per day will run over $2,000 wasted dollars per year. The drink which I so lovingly mentioned, with the official name of the Starbucks Tazo Chai latte, on average contains 240 calories and 41 grams of sugar. While normal coffee will run about $2.00 unless made at home and contains all of 5 calories per serving. (Starbucks)
We don’t let the logic deter us! We will have it our way! The people will have their sugary, creamy combos. But why is this necessary? There is a false sense of addiction associated with the drink. The same idea behind relying on food for comfort can be applied to the drink. It is there for comfort when you are stressed. The same woman who drinks three iced coffees with cream and sugar per day and considers herself a “coffeeholic” probably doesn’t have much of a tolerance or craving for the caffeine itself or even the coffee, but the sugar and fat that come with it. Television shows surrounding rehabilitating binge eaters, shopaholics, and sex addicts, as well as the traditional drug and alcohol abusers, have brought addiction to the forefront of our cultural mind in a way that is new and all-consuming. There are always trendy new words to describe the trendy new addiction, and to quote comedian Demetri Martin from his comedy act, Person: "Now I've met many chocoholics, but I ain't never seen no ' chocohol '”. (IMDB) The new view of addiction as an Americanized and basic human affliction is making meaning where there once never was. People use the same terminology in describing a drink “addiction” as they would, say, a cigarette habit: “I need my fix”, “I’m having withdrawal”, “I’ll quit when the price reaches…” and it is ridiculous. These items are intended to be luxuries, only experienced on occasions of celebration or as a special treat. As for the perceived need for “the drink” having a particular connotation related to 21st century American society, Drama/creative-writing major Erin Trout offers this insight: “it is a sad commentary on American failure to be happy with the simple things in life” (Trout) which she follows with a short giggle. This seemed to be the sentiments of many students asked about the lure of designer coffee drinks, however it was usually answered with a skim milk latte, extra foam, or its equivalent in hand, noting the irony. We are clearly in on the joke to which we may become penniless punch lines.
The need to be unique is a particularly strange desire that is not inherently in all people everywhere. Society shapes the values of uniqueness and conformity, and there are many people who are content to live their lives as they are expected to, with little deviance from that. In America, it is the norm to shun settling for cookie-cutter food, drink, and clothing. Advertisements show the horrors of not having it our own way, and many establishments of business, Subway, Burger King, and Build-a-Bear are examples, have a strong and narrow focus on the individual “you” as the most important entity, the center not only of their business model, but of the world. The inflated ego serves as incentive to partake in the product or service and to make it custom to your now-important desires. There was a day when coffee itself was the luxury, a treat, or a morning pick-me-up, or something to compliment dessert. Now it is not even considered a question and when people comment that they do not drink coffee in the morning it seems strange and senseless, or it is assumed there is a medical reason.
Of course, not everyone has a particular drink that they stick with morning after morning. The customization mentality also trails on the idea of collection. Many people enjoy collecting things, whether it be baseball cards or buttons, state coins or stamps, the idea of having adding something new to your possession and expanding the collection is a thrill for many people. Of course, many collectors do not collect tangible items. Collectors may try to ride every roller coaster of a sort or see every film by a certain actor or try every complex combination of liquids purveyed at café. There is a “try them all” mentality among consumers that advertisers will reach out to. Curiosity is sometimes the best marketing strategy. Attending to a curiosity is a natural satisfaction for people, which advertisers know, so offering options gives consumers incentive to try them. Think of that dear old adage, “curiosity killed the cat, but satisfaction brought him back”. This applies to marketing strategies in a big way, and personalized treats can satisfy to a large degree.
Not everyone partakes in the individualized indulgences of designer coffee drinks, but those who do are making a distinct choice as consumers to support this business of fluff and excess. Whether looking to express individuality, casually consider ourselves addicts, or just let our curiosity drive our purchases, the signature drink business will remain active long after this essay is written. The comments on the society’s taste for excess and lack of restraint when is comes to treating are as ingrained in us as possible, but there is always a market for this kind of wasteful indulgence. There is a magic in the cup. However, after such rational thought on the subject, the next time I find myself in Pura Vida, I hope to inspire these skeptical thoughts in someone else when I walk to the counter and I say, simply, “Medium coffee, black”.
Works Cited
IMDB. Demetri Martin, Person. (2007) (TV) Memorable quotes. 2007. 14 February 2011 <http://www.imdb.com/title/tt0954327/quotes>.
Paton, Dean. "Coffee Capital eyes tax on 'designer drinks'." The Christian Scinece Monitor 24 July 2003.
Starbucks. Tazo Chai Tea Latte. 2010. 14 February 2011 <http://www.starbucks.com/menu/drinks/tazo-tea/chai-latte>.
Trout, Erin. Interview. Cassandra DeMarco. 14 February 2011.
I admire the way you are unafraid to include yourself in the indulgence that you quickly come to criticize. The topic of personalization of society is an interesting one, and I think you identified a few good points about it. I also enjoyed the Demetri Martin quote.
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