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Geog Powerpoint

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Geog Powerpoint

  1. 1. Imagination and Perception of a Coffee Shop Freddie Jolly, Marissa Miano, and Shannon Stinson
  2. 4. How does the perception of a coffee shop alter between the Chapel Hill Starbucks (a corporately-owned giant) and Caffé Driade (an independently owned store)?
  3. 5. Process of interviewing customers…
  4. 6. Methodology WHERE: Starbucks and Caffe Driade WHAT: to discover more about the distinct imagination and perception of the two stores. WHO: managers and customers within both stores. WHY: to discover more about the characteristics of different socio spaces within a city and their reflection, as well as, interaction within the culture. WHEN: weekday afternoon
  5. 7. Starbucks vs. Caffé Driade <ul><li>Natural environment </li></ul><ul><li>Constructed environment </li></ul><ul><li>Bourgeoisie </li></ul><ul><li>Pop culture </li></ul><ul><li>Mainly graduate students and adults </li></ul><ul><li>Mainly college students </li></ul><ul><li>Location- not in walking distance from campus, parking available </li></ul><ul><li>Location- extremely close to campus, not many parking options </li></ul><ul><li>Manager  “people come here for our espresso. Most get here an hour early to find their table, converse with other regulars and relax” </li></ul><ul><li>Manager  “people come here for the coffee and the caffeine buzz” “people come here because it is familiar and convenient” </li></ul><ul><li>No music rules- played to the contentment of the barista </li></ul><ul><li>Music is economized and set by the corporation, iTunes connection shows the influence of pop culture </li></ul><ul><li>No set dress code, decorations and furnishings are reflections of the owner’s taste… no standards but for the barista to make a good drink </li></ul><ul><li>Uniformity- dress code, decorations, furnishings, customer service </li></ul><ul><li>Most get a mug/glass, to-go cups available </li></ul><ul><li>Only to-go cups used </li></ul><ul><li>multiple doors for easy access and free movement- encourages sitting </li></ul><ul><li>One door  in and out service </li></ul><ul><li>Individually owned </li></ul><ul><li>Corporately owned </li></ul>Caffé Driade Starbucks
  6. 8. Flows of Caffé Driade Flows of Starbucks
  7. 9. <ul><li>Our Conclusion… </li></ul><ul><li>BOTH are viewed as third places within a dynamic university town known as Chapel Hill. </li></ul><ul><li>Caffé Driade </li></ul><ul><li>space of bourgeois cultural capital, with its specialty drinks, support for local independent artists, and atmosphere of personal expression </li></ul><ul><li>independent café, direct expression of the owners imagination/perception </li></ul><ul><li>Starbucks </li></ul><ul><li>large corporation who monopolizes the coffee industry </li></ul><ul><li>icon of popular culture, caters to a large demographic </li></ul><ul><li>symbols are recognizable and locations are convenient </li></ul>

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