Starbucks Is a Cult
The Midway: Hot Take
“Hot Take,” where I offer a potentially unpopular opinion, is part of The Midway, a monthly feature for Premium subscribers. Hit the comments to either agree or ream me a new one.
Starbucks has great branding. The bold green, the blocky font, the mermaid—they’re as distinctive as they are ubiquitous.
The in-store experience is familiar and consistent too. You get friendly baristas, a calm and comfortable environment, and customers exhibiting the kind of irrational affection that makes you wonder if the company is spiking the coffee with molly.
Starbucks disciples often display bizarre, illogical behavior that goes against their own interests. I know, because I used to be one of them.