Starbucks captures people who are on the go into a slow and relaxing European lifestyle. With the potential to capture customers, Howard Schultz brought back the café late. This was gourmet coffee introduced to America. Through tradition, advancement, rhetoric of advertising, growth of demand for gourmet coffee, customers become loyal to a Starbucks Nation. Within this nation, customers are able to spend as much time as they want, either reading a paper, or surfing the web. Starbucks customers are also allowed to enjoy its natural-looking habitat If customers have suggestions to improve Starbucks, they are able to input their own ideas on the Starbucks website.
As mentioned before, Starbucks customers try to enjoy a slow life.
However, those who do not have time to attempt a European lifestyle live the American way of Dunkin Donuts: constantly on the run. America, is also a unit as it is represented in commercials showing us that we as a whole relay on Dunkin. Dunkin Donuts also mocks this European lifestyle that Starbucks attempts to imitate by ridiculing Starbucks’ names for drinks such as a simple tall mocha.
The Dunkin Donuts site alone promotes American activity with such activities on their website such as contests.
Starbucks has been one of the major supplies of coffee to the American public for several years. The store prides itself on selling the freshest coffee for the most reasonable price possible, which turns out to be some of the most expensive coffee out there.
After reading the two articles assigned for our RPW 215 class and researching Starbucks’ most recent tactics, it is evident that Starbucks still employs some of the same rhetorical tactics that it did almost a decade ago when these articles were written. For example, Starbucks sells not just coffee but a “natural” atmosphere which contradicts the city setting where most of the stores are located.
Starbucks’ attempts to save the environment have gone under much scrutiny and have raised several questions about the true intent of the company. However, the company still does extremely well and has several loyal customers. Even with scrutiny from several groups and individuals, Starbucks’ rhetorical tactics have still made it a successful business.