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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The 8 bits of good news about integration buried in the Casey Review

It's not all Trojan Horses.

The government-commissioned Casey Review on integration tackles serious subjects, from honour crimes to discrimination and hate crime.

It outlines how deprivation, discrimination, segregated schools and unenlightened traditions can drag certain British-Pakistani and Bangladeshi communities into isolation. 

It shines a light on nepotistic local politics, which only entrench religious and gender segregation. It also charts the hurdles faced by ethnic minorities from school, to university and the workplace. There is no doubt it makes uncomfortable reading. 

But at a time when the negative consequences of immigration are dominating headlines, it’s easy to miss some of the more optimistic trends the Casey Report uncovered:

1. You can always have more friends

For all the talk of segregation, 82 per cent of us socialise at least once a month with people from a different ethnic and religious background, according to the Citizenship Survey 2010-11.

More than half of first generation migrants had friends of a different ethnicity. As for their children, nearly three quarters were friends with people from other ethnic backgrounds. Younger people with higher levels of education and better wages are most likely to have close inter-ethnic friendships. 

Brits from Black African and Mixed ethnic backgrounds are the most sociable it seems, as they are most likely to have friends from outside their neighbourhood. White British and Irish ethnic groups, on the other hand, are least likely to have ethnically-mixed social networks. 

Moving away from home seemed to be a key factor in diversifying your friendship group –18 to 34s were the most ethnically integrated age group. 

2. Integrated schools help

The Casey Review tells the story of how schools can distort a community’s view of the world, such as the mostly Asian high school where pupils thought 90 per cent of Brits were Asian (the actual figure is 7 per cent), and the Trojan Horse affair, where hardline Muslims were accused of dominating the curriculum of a state school (the exact facts have never come to light). 

But on the other hand, schools that are integrated, can change a whole community’s perspective. A study in Oldham found that when two schools were merged to create a more balanced pupil population between White Brits and British Asians, the level of anxiety both groups felt diminished. 

3. And kids are doing better at school

The Casey Report notes: “In recent years there has been a general improvement in educational attainment in schools, with a narrowing in the gap between White pupils and pupils from Pakistani, Bangladeshi and African/Caribbean/Black ethnic backgrounds.”

A number of ethnic minority groups, including pupils of Chinese, Indian, Irish and Bangladeshi ethnicity, outperformed White British pupils (but not White Gypsy and Roma pupils, who had the lowest attainment levels of all). 

4. Most people feel part of a community

Despite the talk of a divided society, in 2015-16, 89 per cent of people thought their community was cohesive, according to the Community Life Survey, and agreed their local area is a place where people from different backgrounds get on well together. This feeling of cohesiveness is actually higher than in 2003, at the height of New Labour multiculturalism, when the figure stood at 80 per cent. 

5. Muslims are sticklers for the law

Much of the Casey Report dealt with the divisions between British Muslims and other communities, on matters of culture, religious extremism and equality. It also looked at the Islamophobia and discrimination Muslims face in the UK. 

However, while the cultural and ideological clashes may be real, a ComRes/BBC poll in 2015 found that 95 per cent of British Muslims felt loyal to Britain and 93 per cent believed Muslims in Britain should always obey British laws. 

6. Employment prospects are improving

The Casey Review rightly notes the discrimination faced by jobseekers, such as study which found CVs with white-sounding names had a better rate of reply. Brits from Black, Pakistani or Bangladeshi backgrounds are more likely to be unemployed than Whites. 

However, the employment gap between ethnic minorities and White Brits has narrowed over the last decade, from 15.6 per cent in 2004 to 12.8 per cent in 2015. 

In October 2015, public and private sector employers responsible for employing 1.8m people signed a pledge to operate recruitment on a “name blind” basis. 

7. Pretty much everyone understand this

According to the 2011 census, 91.6 per cent of adults in England and Wales had English as their main language. And 98.2 per cent of them could speak English. 

Since 2008-2009, most non-European migrants coming to the UK have to meet English requirements as part of the immigration process. 

8. Oh, and there’s a British Muslim Mayor ready to tackle integration head on

The Casey Review criticised British Asian community leaders in northern towns for preventing proper discussion of equality and in some cases preventing women from launching rival bids for a council seat.

But it also quoted Sadiq Khan, the Mayor of London, and a British Muslim. Khan criticised religious families that force children to adopt a certain lifestyle, and he concluded:

"There is no other city in the world where I would want to raise my daughters than London.

"They have rights, they have protection, the right to wear what they like, think what they like, to meet who they like, to study what they like, more than they would in any other country.”

 

Julia Rampen is the editor of The Staggers, The New Statesman's online rolling politics blog. She was previously deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines.