Coffee Culture Evolves Through the Decades
Starbucks opened its doors in 1971 when three friends decided to open a friendly space in Seattle’s Pike Place Market for coffee lovers. Thus, Starbucks’ influence began.
Before Starbucks arrived, the history of coffee began in the 15th century. “One mythology is that it started when an Ethiopian goat herder noticed goats were eating these red beans, they saw the goat getting energetic afterward, so they wanted to try coffee beans as well. There’s another idea that it started in Yemen, either because they took the coffee from East Africa and started to refine it in the way that we consume it now, or another way that we are not quite sure [about]. Through the trade networks, it spread to Europe,” said Lea Hartog, the teacher of The Food on Your Plate seminar.
Coffee made its way worldwide. Soon after, coffee houses emerged in the 1550s to provide a suitable space for people to sip coffee and enjoy entertainment together.
“One of the reasons why people think the Scientific Revolution of the 15- or 1600s was possible is because people would sit in cafes and debate ideas, being very caffeinated, which spread a lot of intellectualism. It also helped give people the energy and the ability to stay awake to work longer nights into the Industrial Revolution,” Lea said.
Coffee houses are the starter place for many intellectual inspirations and innovations. This, too, was how Starbucks started. Over the years, Starbucks has become the “third space” for people, a place to gather, work, and study, aside from their homes and workplaces.
Senior Yula Yu is a fervent Starbucks customer. “On average, I visit Starbucks three times a week. At least once a week, I sit there and do work, even outdoors sometimes,” Yula said. “For studying, I think the Starbucks in Blackhawk Plaza is nicer. If you want to sit there for a cup of coffee, and just enjoy, the one in [downtown] Danville is nicer. Every shop has a different vibe, different furniture, different setups, and the lighting is different. Some are fancier than others.”
But the vibe of coffee shops has changed. Although Starbucks is still a place where people gather for work or study, it is not the same as coffee houses that existed centuries ago.
“In the past, coffee houses were centered around learning, teaching, and meeting. In contrast to now, I think our culture is a lot quicker, so I think people just go in and out, and won’t sit or talk to random people. You aren’t going to go in there to have a philosophical debate. You are going in there and then you are going to leave. So in contrast to coffee houses in the past, [cafés now] are quicker and more convenient,” said senior Ally Lafayette, a student in The Food on Your Plate seminar.
The Original Starbucks in Seattle only sold whole-bean coffee, tea, and spices. Eventually, it became apparent that selling merely coffee was not enough for clients as many customers do not enjoy coffee or the effects of caffeine.
In 1995, Starbucks introduced its Frappuccino. The blended iced coffee drink with a crème base quickly became popular, especially among younger customers. This was Starbucks’ first attempt to transition from traditional hand-crafted coffee to other creative drinks.
In 2003, Starbucks presented the Pumpkin Spice Latte, one of the most popular seasonal drinks today. Around a decade later, the Starbucks’ Refreshers arrived. Non-caffeine drinkers began visiting Starbucks, and today customers appreciate the variety of options Starbucks offers.
“In terms of what I order, it depends on the season because when it’s Christmas, I tend to spend more money there, because I would get the holiday drinks. But usually, it’s either a chai latte or a decaf latte, and sometimes a matcha or a Pink Drink,” Yula said.
Starbucks focuses on advertisements, creating drinks during special occasions to attract customers to try new drinks. “I think it is a marketing technique because a few years ago, there weren’t this many drinks. Now, for Valentine’s Day, there’s going to be a campaign. For Christmas, they changed the color of posters, and they sold cups in red and green,” Yula said.
Yula admits the impact of Starbucks’ marketing campaign on her purchases.
“Sometimes I get tricked into buying it. Last year, I paid over a dollar more for a Gingerbread Chai Latte with gingerbread cold foam, when the usual one was cheaper. Starbucks drinks are already really expensive. I wouldn’t say it’s worth it, but it’s a treat that is worth trying,” she said.
When speaking of prices, people complain about the charge when they want to customize their orders. It was not until November of 2024 that Starbucks removed the extra charge when choosing non-dairy milk, such as soy, oat, almond, or coconut milk over dairy milk. Starbucks wanted to bring more customers back.
Starbucks also designs specialties for special occasions. During Christmas, Starbucks’ game of Uncap, Scan & Win offered coupons and reward points to Starbucks Rewards members. On February 10, Starbucks also offered free coffee to celebrate the Super Bowl.
The purpose of coffee shops has gradually changed over time, but people’s love for coffee and drinks has remained unchanged.
