Opting Into …

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?

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7 Comments

Filed under society 2.0

7 responses to “Opting Into …

  1. Those loyalty schemes are pesky on a number of fronts – not least because they (a) waste paper and ink and (b) cause litter. They are also deeply unimaginative.

    The 2.0 solution would be for all the coffee companies to form a coalition whereby loyalty is rewarded through ‘invstment in Africa’ – and instead of feeding the adrenaline rush of the mass market via de facto BOGOFs, they could actually do some more good around the world, on a scaleable basis.

    Mutual societal benefit, I believe it is called.

  2. I always blamed Friends for the coffee house explosion … but then caught an old episode last night in which they walked in and ordered “a coffee”!
    Not a skinny latte with extra caramel, dopple espresso, or even a tall, grande or super-dooper-huge-bucketfull of decaff americano without room for milk.
    Just “a coffee”.
    I can’t even remember days of such coffee innocence these days.

  3. Michelle Jackson PHD

    Coffee puts the system under the strain of metabolizing a deadly acid-forming drug, depositing its insoluble cellulose, which cements the wall of the liver, causing this vital organ to swell to twice its proper size. In addition, coffee is heavily sprayed. (Ninety-two pesticides are applied to its leaves.) Diuretic properties of caffeine cause potassium and other minerals to be flushed from the body.

    All this fear went away when I quit, and it was a book that inspired me to do it called The Truth About Caffeine by Marina Kushner. There are five things I liked about this book:

    1) It details–thoroughly–the ways in which caffeine may damage your health.

    2) It reveals the damage that coffee does to the environment. Specifically, coffee was once grown in the shade, so that trees were left in place. Then sun coffee was introduced, allowing greater yields but contributing to the destruction of rain forests. I haven’t seen this mentioned anywhere else.

    3) It explains how best to go off coffee. This is important. If you try cold turkey, as most people probably do, the withdrawal symptoms will likely drive you right back to coffee.

    4) Helped me find a great resource for the latest studies at CaffeineAwareness.org

    5) Also, if you drink decaf you won’t want to miss this special free report on the dangers of decaf available at http://www.soyfee.com

  4. Jonathan

    My coffee innocence has been shattered … plus there is now nothing I enjoy that is not extremely harmful to me. Time for some thoughts on opting out!

  5. Oh my god…..no bacon butties yesterday cause they cause cancer and now no coffee? What’s the point?

  6. Will

    As I stand, smiling, in my local startbucks, I look around me at my fellow coffee drinkers and see happy, satisfied, successful people, who never get old or sick.

    I feel compelled to provide some truth – some hard fact – to help this oft maligned and misunderstood drink!

    #132: Ghengis Khan attributes his most successful pillaging season (1203-04) to the humble coffee bean. The strict diet of tall skinny lattes and croquet monsieur paninis made his horde ‘strong, like bears’

    #149: The froth on the top of a caramel cappuccino (grande or larger) is used by the SAS and U Navy Seals to confuse radar signals. It’s also a cure for thrush.

    #169: Contrary to popular belief, it’s actually a concentrated double half-caff espresso that is the active ingredient in toothpaste.

    #237: Adding nutmeg to an Americano will accelerate beard growth.

    Whatever the style, it’s always delicious. Long may it’s shake-inducing greatness survive.

  7. Jonathan

    Moment of transparency: Edelman in the UK does not work for Genghis Khan, US Navy Seals, the Nutmeg Foundation or the Tea Growers Association

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