Yesterday I went for a walk on the trail in my little California town. I walk most days. Lots of people use the trail, most of them doing some kind of serious exercise. Biking, running, hiking. The trail goes to the mountains and you can get a good workout.
I met this couple. We didn't talk, they just came towards me on the trail. They were ordinary enough, dressed in exercise outfits, walking briskly. The man held a cup of coffee in his hand. You see that a lot, actually. People get coffee at one of the cool downtown coffee places, and take it on the trail. It looks weird to me. How do you keep a decent pace while handling hot coffee? And why would you want to walk and drink out a cup at the same time?
Then it hit me. Coffee is the new smoking.
Coffee drinking fills the same emotional needs as smoking does. It's something to hold onto in life. Like a teddy bear. And, it's something to suck on, like a pacifier or a mother's nipple. I think that's why those plastic containers, or the straws, are so popular.
It's also something to help build your own personal brand. Your identity. People's coffee orders are complex and specific because we think that is a way of knowing who we are. Just as smoking Marlboros or Camels made my friends and me into who we thought we were. People know turn into "Peet's People", or "vanilla soy latte", "tall" or "short".
I did a little googling, and here is the most complicated Starbucks order on the interwebs: "a tall half-skinny half-1 percent extra hot quad shot (two shots decaf, two shots regular) latte with whip".
That kind of reminds me of my 27 year old self, rolling my own cigarettes from a specific brand of Norwegian tobacco, and smoking them in 1950s cigarette holders.
