starbucks theory

when boston university put a starbucks in the GSU, they signed a deal with the devil.

my theory behind the grandiose success of starbucks as a whole (every starbucks; not just the one in the GSU) is this:

• Starbucks (S) has an (arguably) better marketing ploy than dunkin donuts, and therefore initially attracts more customers than DD (the issue of cost is excluded from this attraction)
• Because S brews a much more potent cup than DD, the initial caffeine rush in a coffee virgin is much greater
• Because this rush now cannot be attained from the same sized DD cup, those who got it initially from starbucks, and those who drink S coffee frequently enough, develop their caffeine dependency based on the standards of a S cup.
• Because there is no chain (that I know of) that brews a more potent cup of coffee, Starbucks wins.

When BU signed the deal with Starbucks to put a Starbucks branch in the student union building at the center of campus, where the highest percent of the student body gets food on-campus, and include the Starbucks as a place in which students can use their dining plan (dining points)- BU essentially sold their students and put them at the mercy of Starbucks.

Counter-point (must be addressed of course)- students don't NEED to visit starbucks, and it is their responsibility to ration coffee intake in order to manage a growing dependency.

aaaaaaaaaaaaamen.