Suspended coffees are a recent phenomenon, atleast etymologically. Large hearted coffee house and restaurant patrons have been leaving behind ‘suspended’ meals and drinks for eons. The only difference being that now a spontaneous act of charity has been hijacked by the most pernicious of all tax avoiders in the UK.
Before we term this post as super-hipster balderdash, let’s consider a few sobering truths. Starbucks played so truant with Her Majesty’s Revenue and Customs (HMRC) that even Prime Minister David Cameron was forced to dish out a little cautionary word to the company. Cameron said that tax-avoiders “need to wake up and smell the coffee“. How poetic.
You know you have over-stepped your tax-avoidance quota when the Tories lash out at you. Starbucks has certainly done that. It paid all of £8.6 million in corporation tax in its 14 years of trading in the UK.It sold £400 million worth of overpriced coffee, muffins and pretentious thingamajigs.
We all know the big bad wolf that devours independent coffee shops, we all know of the poorly paid baristas and the insufferable smug patrons who frequent the Starbucks of our world.
The Marketing Magazine calls Starbucks’ campaign as a way to improve its Corporate Social Responsibility credentials after last year’s tax evasion debacle. At the height of the tax scandal, Starbucks’ market share dropped significantly in the UK. Guardian reported in April this year that Starbucks’ market share had dropped by seven percent since last year. In the same period Costa Coffee’s market share went up seven percent.
Suspended coffees are the planking of philanthropy. They are the carbon credits of the coffee business. They are a fad. And we have all fallen for them. We have been had.
By giving an act of kindness a name and a setting such as Starbucks cheapens the goodness. All of Tumblr, Facebook and Instagram are abuzz with posts about old weather-beaten homeless chaps in grimy jackets and week old stubbles supping on the cup of coffee. Cue boastful philanthropy.
Yes, it might do the odd down and out the good, and yes I might be seen as thrashing the very Piniata of all that is good in the world but what happened to good old altruistic do-gooding? What next; The Society for Getting Frail Old Ladies Across the Street? The I Sent a Penny to Poor Africans when I Bought a Bottle of Mineral Water Society?
It is not the act of goodness that rankles; it is reframing of it as a fad. Because fads don’t last. Oh, and the very sanctimonious lot that think they are doing a world of good by leaving behind suspended coffees on the counters of Starbucks, Café Neros and of Costa Coffee are not only stuffing in money in the coffers of companies that avoid tax but are also giving them free publicity.
My problem is with how quickly we forgive and forget those that have played you and I. In its investor reports Starbucks reported massive profits and an expanding empire. Back in the UK it reported losses. Can we ever trust them?
Our dependence on coffee is clear to see. Any why not? One might as well substitute coffee for opium; De Quincey’s’ Pleasures of Opium: “If taken in a proper manner it introduces the most exquisite order, legislation and harmony…communicates serenity and equipoise to all faculties, active or passive…the sort of vital warmth which is approved by the judgement.” The humble coffee bean harvested, roasted and ground is worthy of a modern day paean of its own.
It is by far the most perfect PR strategy ever. Nay, not a penny spent on it and you actually rake in money as the Che’ crowd leave behind ‘suspended’ coffees.
Your coffee houses tended to be a place for the disgruntled hatching plots. They tended to be mutinous furnaces with the crackle of hot-blooded old and young. Today, they are boring monochrome monstrosities. The coffee is liquefied cardboard served in cardboard meant for a facsimile clientele.
Give me back the Italian espresso bars in Soho with their formica topped tables speckled with gum, where coffee was cheap and the caffeine content jarring, where failed actresses wore bootcut jeans with failing hems. Give me back my Pellici’s and my Alfredo’s. Give me back my messiness, my grubbiness, my coffee tinged darkness and dankness.
And never mind the suspended coffees.