Field Experience Data Analysis

Starbucks Observation

Mohammed Al Hijoj

Argosy University

Starbucks Observation

It is five-thirty on Saturday evening, February 23th, 2019, in Starbucks located on the north side of Chicago, Rosemont. Starbucks has stylistic features that are very attractive with interior décor being one of the unique aspects of the coffee shop. On entering into Starbucks, they were some employees welcoming customers as they inquired about their welfare. I observed a warm color palette which complements the elements of natural architecture. The natural architecture combines black steel, walnut wood, concrete and glass in which you can see through as the activities in the coffee house continues. Inside Starbucks, the décor is inspired by the feeling of the last century. Stained concrete, metal stools with large community tables. At the right side of Starbucks, there is an art and cultural place where people gather. I could notice creative hand-polished woodwork and factory casement glass that compliments the area. Besides the arts and cultural area, there are around nine tables, five have four chairs, and three have two chairs, and one has only one chair close to the main door.

At the Starbucks, most of the people were smiling, and the workers were attending to their tasks. In one corner, there was a man in approximately his mid-50s seated with his own mug at the table. He had his glasses seated at the end of his nose as he interacted with several notebooks, papers, and pens. At some point he began to write in his small notebook, three or four words, then he drops his pen on the table. The man took his phone, looks to the screen, yells into his Iphone talking about check engine appears in his car. This day Starbucks was busy. Many people were waiting to order. Some were talking to friends, some were watching silently, and some were just looking around. Most people appeared to be 25 and older and from different races.

Because there is free Wi-Fi, many of people come with their laptops. However, there were many people enjoying chatting and talking on different subjects, country music, and loud laugh sound coming from different tables. It’s around 06:30 PM seven people working in the Starbucks coffee, two in the cashier, three back-ups stood close to coffee machines, and one stood in the setting area to take care of the cleaning. The last person stood at the delivery area and all wearing T-shirt of Starbucks. One of the cashiers took an order from a teenager with a smile. She had golden hair, shining face, blue eyes, and has a small butterfly tattoo on her arm. The second cashier looked a bit serious, wearing jeans but not tight. She looked to be pregnant for about five or six months. She was wearing Starbucks hat and hair color close to Brown.

The one delivering orders looked like from East Asia, she had white skin, with small black and sharp eyes. There is a bracelet in her left hand and a ring on her left-hand finger. The two workers at the backup area are taking the order and preparing it to the customers. Both are black skin and black hair, also have very dark eyes. One of them is male, and the other is female.

On a single table that was located close to the entrance, there were two black men having coffee, and they engaged in low-key conversation. One of them dominated the conversation while using gestures on several occasions. Both of them had hats and glasses, and they stayed for a longer period. At one corner, there were three women who engaged in an in-depth conversation. They were in their early 30s, white skin and had rings in their left-hand figure. They had ordered cookies as well as drinks which filled up their table. They laughed while tossing glasses and one of them was moving her head as per the rhythm of the music inside Starbucks.

While I was seated, I noticed that people came in with shopping bags grabbed drinks and food then walked out. One lady had a huge shopping bag and a small bag on the left hand. She got in, grabbed a drink and walked out, leaving her bag at the ordering table. At the pick-up stations, customers interacted as they waited for their orders. I spotted one teenager dancing in the order line while closing his eyes. At some point, he pushed a middle-aged man unintentionally, and the man laughed instead. The man was tall, well-built and had a black suit. They were both waiting for their order, and when it arrived, they walked out together as they engaged in a conversation.

In other table, there was a man in the mid-30s and a lady in her early 20s sitting shared a conversation, they were smiling, engaged is more conversations and drink coffee at leisurely. The lady has dark skin, and from time to time was closing her eyes. Most of the time while he was talking, he was looking out the window. They talked for a long time and then went out together.

As time went on, a group of teenagers came in. They all had bags, and talking loudly on how the day pass. Some of them talk about the assignments which they have to do; one of them was screaming loudly "the class was boring". The weather outside was cold, and they wear huge warm jackets, one of them wear gloves in his hands. They all ordered Cappuccino, within short time took their drinks and went out. Two of them girl and boy went to right corner and had their coffee and engaged in conversation. All of them were smiling, and the girl was swing her keys around the fingers.

Close to my table, there was a young lady drinking a cup of iced coffee. She asked a young man sitting with her if he would like to taste her drink; the man refused drinking from her cup. The lady annoyed and her smile faded. The young man laughed loudly and walked out. In a short period, one of workers changed her cloth, as her duty finish. She did not smile, even she did not say goodbye for her Colleagues. One of the workers say that she was in a bad mood.

I noticed that most customers have taken more time to be served, but workers were busy preparing the orders. At later stage suddenly a man called a worker and start talking to her, but she left him as other customer called her. While the man who called the worker went out, he screamed to her saying "I like you", she gives him a smile and went back to her work.

Most of conversations at Starbucks were done front of the cash register and delivery table, people were moving around, but there was an old lady seated alone, has her mug and a magazine, she was watching the whole area at Starbucks, and she was watching people in and people out, even she was watching those they have drinks and biscuits at Starbucks, she stayed for a long time with one order only.