Starbucks made the world of coffee drinking a festival of choice: good thing or bad thing?While brooding on this intracable question recently over an ageing mug of Seattle’s finest I concluded that this was the end of the beginning. I mean the beginning of idea that having lots of options was a good thing. To explain when I first began drinking coffee and eating burgers (one in same thing in those days alas burgers are a rare treat these days) there was one choice, Wimpey. Then the Big Mac arrived and changed everything. After this it being the eighties it was clearly good to have competition so Burger King, Wendy’s and others picked up the ball. A digression to thank BK for paper cups that killed the polystryene coffee phenomena. But this was still choice of a broad genre. The Starbucks coffee options changed everything it was a choice of a singular thing (until they started selling music). It meant I could be myopic and still choose, a great thing for someone like me who can argue with himself.
The options obviously went crazy Costa, Madisons (not my favourite … is it still a going concern?). So to wend my way to the heart of my thesis, it was this smorgasboard of coffee options was the beginning of the mulitple opt-in society … coffee loyalty cards for bejesus. So in many ways the genesis of 2.0 can be traced to my favourite pastime. It was this act of opting in that changed it all for me but can anyone help me opt out or at least manage the terrifying world of coffee loyalty schemes?