Do I need to buy a coffee?

Written by Zoe Bernardi

Photos by Caylyn Downey

The art of espresso is something that takes time to craft. A true talent is creating the perfect amount of foam to coffee ratio. Coffee has slowly become a key trait of the food and culture scene around the world. Having a good cup of coffee can be the start to a good day, a new beginning, or an adventure. the balance between reason and pleasure. How does coffee play into this notion? Very easily, in fact. These questions are balanced with the pleasure of the coffee, it acts as a source of comfort. A freshly made cappuccino is a small splurge you made for yourself, a tool for productivity to get work done, or it’s the overall coffee shop experience.

A coffee drinker might wonder: “Do I need to buy it?” “Can I make it at home?” “Is it worth the money?” The coffee drinker is looking for the reason to open their wallet, bringing us to the ideas of eros and logos which is Coffee has many personalities whether it would be comfort, relaxation, or a form of energy. It can be just what you need on a cold morning or a boost in the afternoon before a meeting or class. Coffee is a tool to keep you

awake or a way to meet new people and break the ice. In the world of culinary arts and hospitality, coffee shops are thriving everywhere. Finding the perfect place to grab a coffee to match a mood is rapidly becoming a new lifestyle. If you are trying to find the best cappuccino in Florence, you’ll have to invest days or weeks to try them all. In every travel guide, you can find a section just for the perfect coffee shop. Whether you are looking for a classic and charming café, or maybe one that has a lunch menu. Or somewhere that gives you a grab and go option. Coffee is also infiltrating the worlds of advertising, travel, and pop culture. An example would be in the popular Christmas movie Elf when Buddy, an elf played by Will Ferrell, runs into a New York City coffee shop exclaiming congratulations for having the best cup of coffee in the world. Another show with a similar focus on coffee is the sitcom Friends. The majority of the scenes take place in the local coffee shop called Central Perk, which acts as a common meeting place where the six friends grab coffee and chat with each other. According to a PBS article, “History of Coffee” by Tori Avery, the author states that “second only to oil, coffee is the most valuable legally traded commodity in the world.” It’s no wonder why or how coffee is so popular. The whole world is constantly importing and exporting it. The coffee industry has significant power and leverage in the world, while different countries have their own unique approaches to the beverage. Drinks like Vietnamese iced coffee or Cuban coffee are a few examples. Curiosity in the coffee culture and globalization have allowed these traditions to travel from one country to another. This brings us to the idea of reason: do I need this, or can I make it at home? Why is it that coffee is something people will always splurge for? Could it be the pleasure of having a warm (or iced) drink in your hand? In his 2015 Forbes article, “The Smart Reason We Waste Our Dollars On Coffee,” Rob Ashgar quoted psychologist Bill Dyment, “There is something emotionally or physically powerful going on for those who wouldn't miss their daily $4 coffees … So what drives us? Is it simply the caffeine? No, you can satisfy that craving for much less money at home. I think there’s more to the story: The $4 coffee is a pleasing brew of social ritual, selfreward, feeling valued by attentive servers and a welcome pause in a busy day.” This statement accurately sums up my point regarding reason; justification for buying a coffee every day is nonexistent. Buying coffee is simply about the pleasure it brings. Regardless of the price, people will continue to pay for the experience of going into a store, ordering a coffee, having moments to take a break in the day, catch up with a friend, or get work done. I treat myself with a caffeine beverage, maybe along with a pastry, and then I tell myself I need to get something done. The coffee is not only my treat, but also the motivation to do my schoolwork. It is also something I will always allow myself to buy. I might not need a cup of coffee, but I will always want one. The reasoning is thrown out of the window, but I still make room in my budget to buy coffee rather than making it at home. Something about the café experience makes it just taste better. To answer the questions echoed by a typical coffee drinker, no you don’t need the coffee, you don’t need to spend that much on it, and it’s not necessary to find the best place to get one. Looking at coffee through logos and branding only, if you want a coffee, make one at home. Save the money and strictly make one because you need it. Yet with eros, it's not just about the coffee, it's about the soundtrack the cafe is playing, how the worker greets you when you walk in or how you stare at the menu and order what you usually get. The overall experience is what you are paying for, it’s the break you need and the motivation to get something done. This is what ultimately makes you buy the coffee.

A coffee drinker might wonder: “Do I need to buy it?”