It turns out that the folks at Consumer Reports magazine have come to a startling conclusion: according to their surveys, the coffee at McDonald’s and Dunkin’ Donuts tastes better than the coffee at Starbucks. To which I say, “It’s not about the coffee; it’s about the community.”
This is, of course, no startling revelation. In his book Pour Your Heart Into It, Starbucks CEO Howard Schultz describes the conscious decision the company made in the 1990s to change their focus. No longer would they try to move as people through the store as quickly as possible. Instead they would focus on increasing the time their customers spent in the store. Their goal was to transform Starbucks into the ”third place” that Ray Oldenburg describes in his book The Great, Good Place. Yes, people would still come for the coffee. But they would come back — again and again — for the community.
Here’s how this works in my own life. I visit the same location of my local Starbucks about three times a week, almost always at the same time of day. I’ve subscribed to the unlimited T-Mobile HotSpot service so I always have access to the Internet, but most of the time instead of surfing the web, I end up talking to the same group of guys, also Starbucks regulars.
In fact, one guy named Daniel (who is there every day) is a connector — he’s constantly introducing me to different people as “Pastor David.” I jokingly tell my congregation that I actually pastor two churches: Life Journey and “St. Arbucks.” And thanks to Daniel, that joke is becoming more of a reality.
There’s a McDonalds within a few hundred feet of this particular Starbucks. Their premium coffee is actually quite good. They also have unlimited Internet access. And, since I’m already an AT&T Yahoo! DSL subscriber – I can get that wi-fi access at 1/10th of the price I pay for my HotSpot service.
But here’s the thing. While I’m at Starbucks three times a week, I’ve probably been in this McDonald’s three times — ever. When I show up at Starbucks, the barista not only knows my name, she knows my favorite drinks. When I show up at Starbucks, I’m greeted by guys who know my name and a little bit of my story. I know a little bit of their story, too. Sure, we enjoy our coffee. But we enjoy our community even more. None of that happens at McDonalds, and I’m pretty confident it wouldn’t happen no matter how many times a week I came in for coffee.
I hope that my church is more like Starbucks than McDonalds. The reality is that people can get a lot better “coffee” from online sermons, TV, and the radio then they can get from my messages. And while I work hard each week to make sure the “coffee” is freshly-brewed (sometimes too hard!), I think that the Spirit is often whispering into my ear, “David, it’s not about the coffee…”