Jumping the Caffeine Shark: The “McDonaldization” of Espresso
Filed Under: Random Ramblings • The Business Pages
(illustration above is a T-shirt design by Boy Fitz Hammond)
Back in the 70s I was a big fan of the TV show “Happy Days”. At the time it was as big of a “water cooler” show as “Seinfeld” was in the 90s, and as “American Idol” is today.
Like all great shows, they eventually hit a quality peak, and then decline. With Happy Days, that peak occurred on a show where Fonzie got on water skis and (literally) “jumped the shark”. Eeeck. That’s when I stopped watching.
That phrase now is the most commonly used term for “past its peak” .
Much to my chagrin, A “jump the shark” moment occurred recently that concerns my favorite beverage - the espresso drink.
McDonald’s is going to sell lattes.
Kerplunk…………
The whole “espresso experience” that Howard Schultz dreamed about (and actually executed for a few years) has been “McDonaldized” - compressed, automated, and diluted into something akin to ordering a burger.
Unfortunately, my old favorite (and namesake) Starbucks had been circling the shark for some time now (drive thrus, automatic espresso machines, breakfast sandwiches, etc.), and the McDonald’s announcement finally forced them to jump too:
A $1 cup of coffee (experience not included).
Kerplunk (again)……………
It’s all downhill from here.
I now have to use “espresso drink” and “commodity” in the same sentence.
It was great while it lasted. My only hope is that this produces a counter-effect whereby the mom and pop espresso cafes enjoy a renaissance.
If you already have one of these in your neighborhood, lucky you. You can still experience that smell - the beautiful smell of the roasted espresso bean, the bohemian ambiance, the relaxed vibe, and (best of all) the friendly, smiling faces.
Otherwise, it’s just a matter of time before I will here those words I never thought I’d hear again-
“Would you like fries with that?”
Oy.
Et tu, Terre? 
Terry;
I must confess that I'm not much of a fan of Shakespearean work with all those art thous and haths ...
Great post! I agree that getting away from the computer really helps. I think of sitting to write at the ...
Alas, poor Starbucks. I knew him well. Fantastic Terry! The best caffeinated prose I've read in some time. 
Innovative, poetic, truthful and digg worthy!
Comment by Valeria Maltoni on 25 January 2008:
Or many more will travel to Italy and experience the real deal
Comment by Rick Cockrum on 25 January 2008:
So that’s where that expression comes from. Cool!
Close to one of the apartment buildings I work in one of those mom & pop coffee shops opened recently. There was already one at the other end of town that has been doing well. My tenants were asking “Who’s going to pay $4 for a cup of coffee?” Interestingly, now there are several tenants who make a daily run to the shop.
Comment by Starbucker on 26 January 2008:
Hi Valeria and Rick - thanks, as always, for dropping by.
Valeria, you read my mind - we’re thinking about an Italian vacation this fall!
Rick, it’s amazing what people will pay for a better overall experience. I wish I had a shop like that closer to where I live.
All the best to you both!
Comment by Comedy Plus on 27 January 2008:
How true. Very well done. I’ve changed your link on the A-List from blogspot to dot.com and you have been added to my buddy list. You are also in my Google reader and my tag list. You can ignore all tags if you wish, but do enjoy the linkage. Have a great day.
Comment by Donna Cutting on 30 January 2008:
You are so right Terry - it’s the experience Starbucks creates that causes us diehards to pay $5.00 for a coffee drink. A fancy coffee drink will not entice me to go to McDonalds.
Personally, I think Micky Dees has jumped the shark again and again. Stop trying to pretend you are a healthy place to eat with the promotion of new salads, fruit, yogurt. When I go into McDonald’s (which is rare) I go because I want to throw caution to the wind and have a greasy, not good for me, burger and fries. Sometimes even a shake! When I want to stay healthy I go elsewhere. No McDonald’s salad or coffee drink will entice me to venture back into the land of “Supersize Me” - only the feeling that nothing but a Big Mac and fries will do.