While walking through the halls, you can feel the excitement. Students and teachers alike are waiting for the library to re-open and patience is wearing thin. Sure, there is the Steve and Nini Horn Center, the University Student Union and business computer lab. But these places don’t stand up to a real college library. The good news is something has come to hold us over as we await the grand library opening. Finally, after Coffee Bean’s long monopolistic reign, Starbucks has arrived on campus.
Many frequent their local coffee shops or slightly larger, but still indie shops like Peet’s. However, I still have a large amount of respect for Starbucks as a company because of its corporate culture. Starbucks is consistently ranked at the top of Fortune magazine’s list of “Best Companies to Work For” and it is known for its commitment to social responsibility. As a business major, I am interested in what Starbucks is doing, and I like to keep up with industry news.
Starbucks has strived to become the third place to go between home and work. For students, the library is a third place between home and work, so it is fitting that Starbucks is now there. CEO Howard Schultz said, “We’re not in the coffee business serving people, we’re in the people business serving coffee.” Recently, Starbucks has taken up a new business – dispensing advice.
As you may have noticed, Starbucks has been printing quotations known as “The Way I See It” on its hot coffee cups for some time now. If you enjoy your espresso and milk over ice in a clear cup, then you may be oblivious to the controversy. Milk cartons have pictures of missing people and Coca-Cola cans have coupons for Six Flags, so it is only fitting that Starbucks print important thoughts from distinguished commentators.
As a writer, I became curious about the quotations and thought about what I would say on a cup. It is too bad Los Angeles Times columnist Joel Stein beat me to the punch and outlined his expedition in a recent column. He contacted Thomas Prowell, Starbucks senior copywriter, who assured him, “Many other pathetic writers had called begging to be on a cup.” Of course, that didn’t stop Stein who submitted more than 15 ideas, including: “Treat each breath like it’s a gift. Be the person you always wanted to be, right now. I’m just kidding. I don’t care what the hell you do. I just wanted to be on a cup.” Finally, he was chosen to be on a cup, albeit with a better quotation.
The cups have stirred up dissention amongst several groups. According to a published report in the Seattle Times, a national Christian organization has accused Starbucks of promoting alternative lifestyles. This complaint stems from a quotation by author Armistead Maupin who said, “My only regret about being gay is that I repressed it for so long.”
More anger from conservatives came about from environmentalist Denis Hayes’ words, “America’s national debt is now $7.5 trillion, and it’s skyrocketing…” Right-wing activists have complained the quotations are predominantly liberal and push a political agenda.
The left has also been getting in on the debate. Agnostics and “love children” born from Woodstock have both taken offense to cup No. 92, written by Rick Warren. The author of “The Purpose Driven Life” said, “You are not an accident. Your parents may not have planned you, but God did.” The quote goes on to say, “Only in God do we discover our origin, our identity, our meaning, our purpose, our significance, and our destiny.” On its Web site, Starbucks claims the quotations are part of “A good, healthy discussion to get people talking.” The cups have certainly done that and there seems to be no end in sight.
Even more troubling is the political correctness or lack thereof in the phrasing Starbucks chose. Some say it precludes great minds like Helen Keller from even being on a cup. Perhaps “What I Think” or “The Way I Feel” may have been more appropriate, but those just don’t sound as good.
As it turns out, Starbucks does accept quotes from amateurs. While it is great to write for the Daily Forty-Niner, being on a Starbucks cup might really add that extra something to my portfolio. Then comes the hardest part Рwhat would I say? Being controversial would cause some commotion, but certain lines cannot be crossed. As far as comedy, one-liners always come off as clich̩.
I would like to come up with a brilliant quote of great wisdom and meaning, but I can’t because – truth be told – I just want to be on a cup like Stein.
Ryan Ortega is a junior business finance major.
