While they've yet to grind the first beans at the Starbucks coffee houses coming soon to Canandaigua or Victor, I find myself falling under the spell of the "green" giant. And my reasons actually have little to do with all the mochas I've been drinking lately.
Don't get me wrong. Starbucks makes "Tasting Christmas" complete with their Peppermint Mochas and Cranberry Bliss Bar -- alas! limited editions -- and their in-house bookstore cafe concept is nothing short of genius. But in recent days, I've found more to love about the company than Pumpkin Spice Lattes and black-bottom cupcakes. This is a crush that goes beyond coffee.
And before anyone accuses me of being a few chocolate-covered espresso beans short of a whole bag, yes, I am aware that some folks out there despise Starbucks. I'm sure I'm not the only one who has heard the company is on some sort of capitalistic blitzkrieg to create millions of caffeine addicts who don't realize they're paying through the nose for coffee that supposedly tastes like dirt. But before those folks dismiss Starbucks out of hand, I would like to point out a few corporate strategies I find downright endearing:
1) Starbucks recycles more than its cups.
Looking around Canandaigua in particular, I am disgusted at the gut-and-go expansions of major corporate franchises. We have enough empty commercial footage to string together more than a few plazas and yet local planning board members giddy at commercial tax prospects haphazardly approve NEW construction with nary a second thought. (And people think I'm the one under a spell?)
Meanwhile, here comes Starbucks with perfectly sensible plans to move into vacant property, fix it up, put on a few coats of paint, change the sign and open in less than six months. In Victor, a historic cobblestone house is going to retain its charming character when Starbucks opens inside. In Canandaigua, the former Wendy's fast-food restaurant looks much the same from the outside -- just a few minor modifications to the drive-thru lane and replacement of two roof panels for the new signs to hang from. I'll be surprised if Starbucks bothers to paint the red bricks the supposedly "standard" beige color so many customers associate with the chain.
The Wal-Mart heirs ought to start taking lessons.
2) Starbucks looks out for the little guy.
Unlike some corporate giants already named, Starbucks employees, even those working part-time, can get health care through the company. I know this because one of my sisters used to be a Starbucks barista. She didn't opt for the coverage at the time, but her respect for the company was significantly higher than other prospective employers specifically because of that. Suffice to say, it rubbed off on me.
3) Starbucks isn't kidding about creating -- and supporting -- communities.
Sure, most of us are aware Starbucks is trying to create a "home away from home" customers will gravitate to, even if they aren't college co-eds. The nay-sayers will say it's all a ploy to sell more coffee, and maybe so. However, when I popped into the Brighton Starbucks recently late on a Wednesday night, I was pleasantly suprised by two things. First, a large sign hung in the window announcing the town's regular board meeting. Goodness knows, I've written enough stories about public bodies failing to publicize their operational meetings. So, for a retailer to let their prime window-dressing space serve the public interest, well, that's a concept I can get behind. Not to mention, odds are good more community members will actually read a sign in their local coffee shop than say, a flashing billboard set back from the road.
Second, I spied a group of knitters ensconced in a good-sized back room. The baristas said they met there often. I didn't ask, but I'd be willing to bet that "back" room is considered the "community" room.
Works for me.
4) Starbucks seems serious about charitable work.
I just learned Starbucks has a tradition of raising money for a local charity or volunteer at all ribbon-cuttings, by inviting $5 donations to that organization or individual during an open house at which the registers are closed, but the coffee and pastries are still being served. In Brighton, that same Starbucks moved a few doors down in the plaza last week, and for its re-opening, a plucky teenager's literacy outreach trip to Peru was the charity of choice.
The manager told me literacy was a company-wide focus and it carries over to the company's work in the Third World countries from which they import their coffee beans. But if the local managers can't find literacy or environmental efforts to promote at the ribbon-cuttings, they'll look for another worthy cause, he said.
After that assignment, I'm eager to see who the lucky ducks are for the Victor and Canandaigua ribbon-cuttings.
Another little-known fact I discovered in a hunt for a particular mug Starbucks had discounted? After their merchandise goes through its sale cycle, and shelves must be cleared to make way for new lines, the "old" mugs, for example, are returned to the warehouse, then donated to non-profit organizations, like shelters.
After all that, wouldn't you be smitten too?
Someday soon, I hope to be writing one of these posts from an alcove in the corner of my new neighborhood Starbucks. You shouldn't have any trouble spotting me.
I'll be the one with the sip and the sigh.
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