Gregor, Alison. "Fuel for the City That Never Sleeps." New York Times 12 10 2011, B8. Print.
Alison Gregor’s article, Fuel for the City That Never Sleeps, in The New York Times on October 12, 2011 explains the growth of the small coffee chain industry in New York City. Many of the small coffee chains in the city have grown in recent years. The article mentions that “some see the growth of local coffee shops as a reaction to the flood of Starbucks stores.” This point is very important to analyze. At first many small coffee shops went out of business due to Starbucks. But, many people then became overwhelmed with the outrageous number of Starbucks stores. Many of these people stopped going to Starbucks and turned around to small family owned coffee shops. It seems like sometimes too much of one thing is not good for anyone and Starbucks is a great example.
I have been told by many people that some businesses are just better left small. I agree with this very much because a lot of the personal touch is lost when small firms become huge corporations. Coffee shops for example are a place for people to get together and take a small break from their stresses in life. It is nice to go into a neighborhood café and say hi to the same person each morning and have a little chat with them to start your day. New York has seen a large growth in this industry recently. Many small coffee chains have opened new locations around New York. Some of them had a hard time to stay alive during the peak of Starbucks. But, many of those coffee shops are back on their path and going strong.
It is hard not to go out and pass a couple different Starbucks stores. Some places in town even had stores across the street from each other. Personally I think these tactics were not very efficient for Starbucks. If someone is craving a coffee from Starbucks I imagine it would not be a big deal to cross a street or walk one more block. I think we can compare the growth of Starbucks with that of Wal-Mart. Both of these companies have grown a lot and a known worldwide. In contrast, Wal-Mart is now opening new “Marketplace Stores” that offer a much personal experience for their customers. I believe Wal-Mart has learned that many potential customers prefer going to smaller grocery store where they feel more important. The idea of going into a large superstore scares a lot of people. They don’t want to go into a superstore and take a long time to find what they need, be tempted to buy unnecessary items, and feel like the attention is not on them. Starbucks can take a similar approach to their situation in order to keep the personal touch alive. This is why many smaller coffee shops are seeing a rise in their success. People are just not comfortable enough to walk into a Starbucks anymore because they have become this corporate monster in the coffee industry.