A question thought of by many and answered by me. Hello peeps! Now that you have chosen to read me by my headline, let me tell you that by the end of this piece, you will be thrilled to find out as to why people choose Starbucks when you have better coffee available for half the price. While I am penning down my thoughts, I would like to assure you that I am currently sitting at Starbucks in Terminal 3 in Delhi. Why did I mention this? I guarantee you will find out as you go ahead and read. What I see right now around me is some cappuccinos, some iced lattes, MacBook, and AirPods. Perhaps this is the positioning of Starbucks. In case you are a marketing student, you must have understood positioning; if not, please refer to your friend with an MBA background. It’s foggy these winters, and I, who generally observe fashion trends in people wherever I go, am relishing my cold brew. I would not want to throw light on the menu Starbucks offers or the food or the cheesecake or the Himalayan water they sell; I want to tell you the vibe it gives. I am sure you would agree with my vibe statement. The dark yellow bright light here ( notice oxymoron ) sits right on our faces. They don’t serve you ambience but people around you make the ambience here. The bill of fare that you see above has many conglomerations that seem intimidating. The Macbook on my right is operating on Excel, the Macbook on my left is playing a movie, and the Macbook with me is writing this. “Hey Kanchan, your order is ready.” I failed to check what other Macbooks were operating, as I was engrossed in looking at just three of them: one on my left, one on my right, and mine. It helps because it keeps us less distracted. At airports, people don’t often try new things; they stick to their go-to beverages and food. I see a queue here; orders are mostly takeaways as the outlet with the patio is occupied. Times have changed, our tastes have changed with time, and we have all now started to spend time with ourselves because it is important. Time is the biggest luxury. I remember how we have grown up learning to be with our family and friends but today space holds a very prominent place in our lives. Cheers to personal space! For now, I would cheers with the vanilla sweet cream cold brew which I have here. A nearly sixty-year-old man came to thank me while he was leaving. When I was waiting for my order, he was second in line. I heard him asking the staff to suggest the best coffee for his wife with no milk I jumped into the conversation, that’s so our Indian habits to advise even without being asked. As he stood next to me in line, I recommended my favourite vanilla sweet cream cold brew and told him he’d thank me later. I’m still not sure why he thanked me—was it for the coffee or because I asked him to? Life is quite a hullabaloo; we are all rushing, trying to pace up with the world around us. I suggest you take some time out, have your best coffee, sit with yourself, declutter, and do not rush. Take a break and sip a cup of coffee because a lot can happen over a cup of coffee!
Kanchan Jaiswani is a senior journalist.