It doesn’t Costa lot to taste this mediocre – and luckily you can find one on every British street

Will Self's "Real Meals" column.

How to describe it? How to articulate the effect provoked in me by these artfully aligned and textured surfaces? The task is worthy of Henry James or Wallace Stevens – some master of the intersection between social velleities and individual desires; but alas, there’s only me, and as usual I’m off my tit-shaped head on caffeine, and so barely equal to the task.

Still, here goes: there is herringbone-patterned woodblock, yes, and it’s on the floor, uh-huh. Then there’s some aluminium trim and after this what looks like slate tiling; the walls are whitewashed brick on two sides; on the third, the brick is bare. And the fourth wall? Well, no Brecht or Beckett could be as creative with a fourth wall, oh no. It appears to have been assembled out of at least four different kinds of wood, chopped up and assembled into a colossal Jenga-style barrier. I am awed by this fourth wall – awed. If it weren’t for the cod-Matisse images, I might altogether forget that I’m in a branch of Britain’s largest chain coffee shop.

There were 1,375 of these outlets as of 2011 – and given their viral rate of increase, it seems likely there are at least 1,500 by now. Somehow, beating Starbucks to become market leader seems to have given the Whitbread-owned chain a huge central nervous system stimulus; one you can witness spreading in neuronal sparks to its extremities as you carom down any urban artery throughout the British Isles: leapfrogging over one another to take this corner, or that intersection, are branches of Tesco Express and Costa. Yes, Costa is our subject – and it doesn’t get realer than this. So ubiquitous has Costa become that I feel enchained – my wrists manacled by its ridged paper cups, I hobble along the pavement, while anxiety over potential mocha-spillage fetters my ankles. And what do I see if I look up from this, the halting hobble of late capitalism? Why, the brown gaze of another minatory Costa, its slit-bean-for-an-eye staring at me with a steeliness that would gladden any panopticon-building Benthamite.

Actually, there’s a certain grotesque symmetry to the Costa surge: the first retail Costa was opened a mere 35 years ago in Vauxhall Bridge Road, not far from my house (and hard by the site of the Millbank prison, a panopticon, natch). Now it hardly matters how far I roam, I’m sure to find a Costa there waiting for me. At the university where I teach, on the outskirts of London, there’s a Costa franchise café; it’s not a Costa proper, but instead there’s a sign behind the counter that announces “Proud to Serve Costa Coffee”. A curious pride, I always think – after all, it’s not as if I couldn’t pick up a Costa coffee nearby; there’s a Costa Express vending outlet in the garage halfway between the station and the campus. And at this rate of market-penetration I’ll probably soon be encountering ambulatory Costa sellers – like water-sellers in the Sahel – who will offer to dispense a cup for me from the heated tank on their backs, and then stamp my loyalty card.

I often have lunch in the Costa clone at the university. I munch the Caesar salad with its risible “chicken”, followed by a gluten-free chocolate brownie (have I mentioned that I’m fashionably wheat-intolerant?) washed down with a triple-shot soy mocha. Are they any good, these comestibles? Does it matter? It seems to me that the Costa phenomenon is of a piece with the Googlisation of all contemporary culture: to drink a Costa coffee is to subject oneself to an algorithm of taste, rather to exercise discrimination in any meaningful way. The sponsorship of a literary prize is of a piece with this: palmed off on the chain by Daddy Whitbread, the Costa Prize jury functions in exactly the same way as a search engine: picking out the books that other prize juries have already picked out, so that the bland end up promoting the blander.

This is why the Costa branch described at the capital of this column seemed so delusory to me in its ornament; sited on Brixton High Street, it’s easily the spivviest one I’ve ever supped in. And what’s that about? Brixton is undergoing a phase of retail gentrification, with trestle tables piled high with ackee and pigs’ feet ceding ground to young lifestyle peddlers with asymmetric haircuts. You don’t need to be paranoid to see the invasion of this body-snatching coffee shop as the advance guard of a surgical strike on the area’s authentic personality – a lukewarmotomy, if you will. I make not apology for this execrable pun – after all, that’s the Costa of living nowadays.

 

Photograph: Getty Images

Will Self is an author and journalist. His books include Umbrella, Shark, The Book of Dave and The Butt. He writes the Madness of Crowds and Real Meals columns for the New Statesman.

This article first appeared in the 18 March 2013 issue of the New Statesman, The German Problem

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Jonathan Safran Foer Q&A: “I feel like every good piece of advice boils down to patience”

The author on delivering babies, Chance The Rapper, and sailing down the Erie Canal.

Jonathan Safran Foer is the author of the novels “Everything Is Illuminated” and “Extremely Loud and Incredibly Close”, and the nonfiction book “Eating Animals”. He lives in Brooklyn, New York.

What’s your earliest memory?

Falling asleep on my dad’s chest on a swing at my grandparents’ house. But the memory is a bit suspicious because there is a photograph and I remember my mum taking it, so I guess I wasn’t really asleep.

Who are your heroes?

The only person I have ever been nervous to meet, or whose presence felt larger than life, is Barack Obama. I don’t think that makes him a hero but there are many ways in which I aspire to be more like him.

What was the last book that made you envy the writer?

Man Is Not Alone by Abraham Joshua Heschel. It’s a meditation on religion – not really organised religion but the feeling of religiosity and spirituality. I can’t believe how clear he is about the most complicated subjects that feel like language shouldn’t be able to capture. It really changed me.

What would be your Mastermind specialist subject?

There was a period of about two years when my kids and I would go to an inn every other weekend so maybe the inns of Mid-Atlantic states? I’m not sure Mastermind would ever ask about that, though, so my other specialism is 20th century architecture and design.

In which time and place, other than your own, would you like to live?

I would be very happy to return to my childhood in Washington, DC. In a way, what I would really like is to be somewhere else at another time as somebody else. 

What TV show could you not live without?

I really like Veep, it’s unbelievably funny – but I could definitely live without it. Podcasts, on the other hand, are something that I could live without but might not be able to sleep without.

What’s your theme tune?

I don’t have a theme tune but I do have a ringtone, which is this Chance The Rapper song called “Juice”. Every time it rings, it goes: “I got the juice, I got the juice, I got the juice, juice, juice.” I absolutely love it and I find myself singing it constantly.

What’s the best piece of advice you’ve ever received?

It isn’t really delivered as advice but King Solomon says in the Bible: “This, too, shall pass.” I feel like every good piece of advice I’ve ever heard – about parenting, writing, relationships, inner turmoil – boils down to patience.

When were you happiest?

I took a vacation with my two sons recently where we rented a narrowboat and sailed down Erie Canal. We were so drunk on the thrill of hiring our own boat, the weather, the solitude, just the excitement of it. I can’t remember being happier than that.

If you weren’t a writer, what would you be?

An obstetrician. No obstetrician comes home on a Friday and thinks: “I delivered 20 babies this week, what’s the point?” The point is so self-evident. Writing is the opposite of that. I managed not to fill any pages this week with my bad jokes and trite ideas, flat images and unbelievable characters. Being a part of the drama of life in such a direct way really appeals to me.

Are we all doomed?

We’re all going to die. Isn’t that what it is to be doomed? There is a wonderful line at the end of Man Is Not Alone, which is something along the lines of: for the person who is capable of appreciating the cyclicality of life, to die is privilege. It’s not doom but one’s ultimate participation in life. Everything needs to change.

Jonathan Safran Foer’s latest novel “Here I Am” is published in paperback by Penguin

This article first appeared in the 14 September 2017 issue of the New Statesman, The German problem