Tesco's "indie" coffee shop should worry defenders of capitalism

Free markets rely on informed choices, and those seem lacking in the case of Harris + Hoole.

There's been a lot of chatter about an article in today's Guardian (by which, I guess, I mean that I've been talking about it a lot). Headlined "Customers criticise 'indie' image of the coffee shops part-owned by Tesco", it details the reaction of customers in North London to their discovery that Harris + Hoole, an independent-looking coffee shop, is actually part of a ten-branch chain, of which 59 per cent is owned by Tesco.

Rupert Neate writes:

"I thought: 'That's very brave, opening up next to Starbucks,'" Bridget Chappell, a full-time mum, said of Harris + Hoole, a new coffee shop in north London next door to a branch of the US behemoth and four doors down from a Costa Coffee.

"I like to try independent shops, and it was really very nice with great coffee," she said. "But when I got home, I looked it up and discovered it was a chain."

The people who are shocked to learn that they've just had a pleasant cup of coffee at a shop part-owned by Tesco have come in for a fair amount of criticism. After all, they clearly don't care about anything that matters, otherwise they'd have been unhappy before they learned the technical fact of the shop's ownership.

More to the point, this is supposed to be what capitalism's about, right? Tesco has identified a desire that customers have, and joined forces with a coffee chain to provide that desire. As the lead barista tells Neate:

We try to be independent. We want to be independent. We want to have that feel.

The question which no-one seems to have addressed is what it is that the customers actually desire. If what they want is an independent-feeling café, with mismatched furniture, blackboards for the menus and stacks of hand-made sandwiches, then Tesco can fulfil that need. But if what they desire is an actual independent café, then Tesco can't profit from that desire without the customer being mislead.

That's not to say that Harris + Hoole is necessarily to blame for those customers' mistake. As its chief executive tells the Guardian when asked about Tesco's stake:

If you Google it, you'll find it. Go to our webpage – it's not hidden. Putting it any more prominently would not reflect who we are as a business.

We can't know conclusively whether customers do desire independence or an independent feel, but my hunch is the former. That's certainly what the three interviewed in the Guardian piece claim, anyway.

The problem is, if you desire independent coffee, that's a relatively tricky desire to satisfy conclusively. You could research the corporate ownership of every coffee shop you go in to, but that would get difficult the first time you needed coffee in a strange city with no internet access. As a result, people have developed proxies to work out whether somewhere is part of a chain or not. Blackboards, mismatched furniture, hand-cut food: these things don't normally scale to a big chain, and so are usually a good indicator that somewhere has at most a couple of branches.

It may not seem that important, but it's pretty key to the claims free markets have for being an efficient way to run things that, when people think they are handing over money for a specific reason, they are in fact doing so. That's why we ban calling something organic when it's not, or slapping a union flag on Danish bacon. That even stretches to things which, in your opinion, may not be a choice that matters. Homoepathy is bunk, but it still would be bad for capitalism if anyone could put "approved by 90 per cent of homeopaths" on their sugar pills without that actually being the case.

But unfortunately for these specific customers, Harris + Hoole didn't mislead them. Purposefully or not, making yourself look like an indie coffee shop is not the same thing as telling customers you are an indie coffee shop.

If ethical consumerism is your bag, you're going to have to start putting a lot more effort into making sure you're doing it right, because these things are only going to get more common.

Baristas take part in a latte art competition. Photograph: Getty Images

Alex Hern is a technology reporter for the Guardian. He was formerly staff writer at the New Statesman. You should follow Alex on Twitter.

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Why Clive Lewis was furious when a Trident pledge went missing from his speech

The shadow defence secretary is carving out his own line on security. 

Clive Lewis’s first conference speech as shadow defence secretary has been overshadowed by a row over a last-minute change to his speech, when a section saying that he “would not seek to change” Labour’s policy on renewing Trident submarines disappeared.

Lewis took the stage expecting to make the announcement and was only notified of the change via a post-it note, having reportedly signed it of with the leader’s office in advance. 

Lewis was, I’m told, “fucking furious”, and according to Kevin Schofield over at PoliticsHome, is said to have “punched a wall” in anger at the change. The finger of blame is being pointed at Jeremy Corbyn’s press chief, Seumas Milne.

What’s going on? The important political context is the finely-balanced struggle for power on Labour’s ruling national executive committee, which has tilted away from Corbyn after conference passed a resolution to give the leaders of the Welsh and Scottish parties the right to appoint a representative each to the body. (Corbyn, as leader, has the right to appoint three.)  

One of Corbyn’s more resolvable headaches on the NEC is the GMB, who are increasingly willing to challenge  the Labour leader, and who represent many of the people employed making the submarines themselves. An added source of tension in all this is that the GMB and Unite compete with one another for members in the nuclear industry, and that being seen to be the louder defender of their workers’ interests has proved a good recruiting agent for the GMB in recent years. 

Strike a deal with the GMB over Trident, and it could make passing wider changes to the party rulebook through party conference significantly easier. (Not least because the GMB also accounts for a large chunk of the trade union delegates on the conference floor.) 

So what happened? My understanding is that Milne was not freelancing but acting on clear instruction. Although Team Corbyn are well aware a nuclear deal could ease the path for the wider project, they also know that trying to get Corbyn to strike a pose he doesn’t agree with is a self-defeating task. 

“Jeremy’s biggest strength,” a senior ally of his told me, “is that you absolutely cannot get him to say something he doesn’t believe, and without that, he wouldn’t be leader. But it can make it harder for him to be the leader.”

Corbyn is also of the generation – as are John McDonnell and Diane Abbott – for whom going soft on Trident was symptomatic of Neil Kinnock’s rightward turn. Going easy on this issue was always going be nothing doing. 

There are three big winners in all this. The first, of course, are Corbyn’s internal opponents, who will continue to feel the benefits of the GMB’s support. The second is Iain McNicol, formerly of the GMB. While he enjoys the protection of the GMB, there simply isn’t a majority on the NEC to be found to get rid of him. Corbyn’s inner circle have been increasingly certain they cannot remove McNicol and will insead have to go around him, but this confirms it.

But the third big winner is Lewis. In his praise for NATO – dubbing it a “socialist” organisation, a reference to the fact the Attlee government were its co-creators – and in his rebuffed attempt to park the nuclear issue, he is making himeslf the natural home for those in Labour who agree with Corbyn on the economics but fear that on security issues he is dead on arrival with the electorate.  That position probably accounts for at least 40 per cent of the party membership and around 100 MPs. 

If tomorrow’s Labour party belongs to a figure who has remained in the trenches with Corbyn – which, in my view, is why Emily Thornberry remains worth a bet too – then Clive Lewis has done his chances after 2020 no small amount of good. 

Stephen Bush is special correspondent at the New Statesman. He usually writes about politics.