Brand(ing):Inside & Outside

First it was the Siren.
Then it was the Christmas cards.
For a while, it’s been the original artwork by their very own baristas displayed on the walls..

And now, my favorite Starbucks is getting bouquets of flowers.

On a recent visit, there were two big vases of flowers on the counter by the espresso machine. (You can see in this photo what remains of the bouquets.)

Who would be bringing their Starbucks flowers? I asked the barista.

The first bouquet was from the UPS man. (He comes in five days a week and knows everyone’s name.) He had two bouquets left over on Valentine’s Day, so the UPS driver brought one bouquet to his mom and the other to his favorite Starbucks.

The second vase of roses was from a customer “who just likes us”, explained the barista.

What is it about this Starbucks that inspires customers to bring them flowers?

In a previous post, you suggested that I simply ask the folks who work at this Starbucks what makes it special. However, I was concerned about triggering “the Hawthorne effect”, where folks do a better job simply because they know they’re being observed. But I broke down and told the barista that I’d written a few posts about this Starbucks and was intrigued by the flowers.

The barista brought me over to the espresso bar to meet the District Manager, and I shared with him my thoughts about what was distinctive about this store. (He especially appreciated my pointing out how there was no dust on the espresso machines here, unlike at most Starbucks.)

After sticking my nose in their business for a little bit, I took my latte to a table in the back, near an outlet, and contemplated what might make this Starbucks special.

Data Gathering: Employee Interaction

The District Manager rejoined the Store Manager at the espresso bar and they resumed their conversation. Their conversation was joined off and on by the baristas, who chatted as they pulled shots and zapped pannini.

Watching this relaxed interaction, it occurred to me — maybe it’s the espresso bar itself that helps to create what’s special about this Starbucks?

Look at this photo here. Note that the DM and SM are sitting together, at the bar, facing the baristas’ work area. Notice how the espresso bar is located not in the front of the counter, but around the back and behind the espresso pickup area, across from the sinks, blenders and microwaves.

Even though the managers were having their own conversation, it was easy and natural for baristas to pop in and out of casual conversation with them. At one point, laughter over the baristas reading their horoscopes from a customer’s newspaper caused both me and the writer next to me to look up and smile.

More Data: Customer – Employee Interaction

An hour later the DM was gone and the bar was empty. A customer came in with his computer bag, looking to do some work. Since there were no free tables, he sat down at the espresso bar and pulled out his computer. When a new barista came out from the storeroom and walked behind the bar, the customer looked up from his writing and said hello. They started to chat about his scone and then the customer complimented the barista on her recent weight loss. (What?) Then, an off duty barista sat down with a beverage and chats with another customer. I was starting to see a pattern.

Front stage, Backstage, and in between

Up front at the cash register, the baristas are friendly but their priority is to get your order called and your change correct. At the espresso machine the barista looks you in the eye and hands you your drink, but s/he wants to get it to you promptly. Friendly interaction, to be sure, but not much relationship building.

But back here, at the espresso bar, there is no sense of a ‘transaction’ occurring. Instead, customers and baristas are mingling. People are connecting with each other and relating to each other.

The espresso bar area is neither backstage not frontstage in the store. It is a ‘liminal’ area, where boundaries are blurred.

The espresso bar is not “public space” like the cash register area, and it is not “private space” like the tables and chairs. It’s not a commercial or transactional place. Instead, at the bar the employee-customer interaction is informal, spontaneous, and interpersonal.

I haven’t seen anything like that at the other 3 Starbucks (whch have the same DM, by the way). There, they are friendly, but lacking in that extra je ne sais quoi.

I’ve noted before that it’s the people who make the place authentic. But, in places were all of the people are alike, maybe it is the place itself that triggers another level of authenticity? All of these Starbucks have friendly baristas. But perhaps there is something unique to this place that helps bring out the authentic in the people?

Could it be something as simple as the espresso bar? Do you think that this little, physical tweak that lets customers and employees interact in non-commercial ways is what makes it possible for the employees — and customers– to be more authentic, and to create something ’special’?

What’s your sense of this?

See also:
What’s going on at my favorite Starbucks?
Can a Starbucks touch your soul?
The People Make the Place Authentic

If you're interested in this issue, please subscribe to my RSS feed. Or, use the blue box (upper right) to get an emailed update. Join the conversation below...

{ 8 comments }