Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Geog Powerpoint


Published on

  • Be the first to comment

  • Be the first to like this

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>