In response to the Starbucks thread Chris DeMarse said, "[The prevalence of Starbucks] paired with a working-class town that has not yet developed a taste or understanding of gourmet coffee has hurt us a bit." This got me thinking...
I have been doing some reading about the working class lately as that typifies the community I find myself in as well. I have read that the working class embraces certain behaviors as a form of resistance against the controlling employing class. For instance refusing to care about grammar or other conventions of the "college boys." It seems that the high-class coffee industry would be another place that they could resist the pressures of the classes that would rob them of their honor and dignity.
Monster energy drink obviously caters to this resistance (Their B.F.C. an example), on their new Java line their packaging touts, "No foam, extra hot, half caf, no whip, non-fat, soy latte... Enough of the Coffee House BS already! Coffee done the Monster way, wide open, with a take no prisoners attitude and the experience and know-how to back it up. Java Monster... Half the caffeine of regular coffee, twice the Buzz!"
Author Tex Sample suggests that the key to getting to this group of people is to join them in their resistance to the controlling classes. Monster has found a resistance to join. Is there a way we can join the working class resistance with out sacrificing quality coffee and coffee culture? Can we make specialty coffee accessible to them with our calling distinctive coffeehouse culture BS? What areas of resistance can we identify and join?
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