I’m often asked if I ever go to Starbucks because I’m more of a third wave coffee guy.
What is third wave? What are the first and second waves?
The first wave was long ago when coffee became widely accessible and that was around the ’60s.
The second wave are big companies that have coffee shops which became big business. So, Starbucks, Doutor, Tully’s Coffee, Seattle’s Best, etc. are considered second wave.
As for third wave, this is a movement for coffee artisans to produce high-quality coffee. Treating coffee, like wine and not as a commodity and people who truly appreciate coffee. In fact, when you go to a third wave shop, if you want cream, these shops will tell you that there shop does not make that type of coffee. It’s a mindset and quality is the key.
It’s not to be rude, but that’s part of the third wave, people who appreciate coffee for the beans and third wave coffee shops are very particular of their beans, where they are from and how they are grown and also how it’s made. Want a not so bitter coffee, then they will find beans that suit you.
Now, there are people who want their coffee with sugar, cream or syrup and that’s perfectly understandable and that is where the second wave shops come in.
With that being said, I go to third wave coffee shops pre-planned and having done my research. I like to stay in the shop, talk with the owners and get to know the environment.
With second wave shops, I do not plan, I know what I want, get it and I’m out the door. Have something to get me energized and I’m good to go. May it be Starbucks, McDonalds, Burger King or 7-Eleven, I know what I want and typically it’s coffee that is sweet and a morning pick-me up.
And unless I’m meeting with someone, I do not stay, as the locations look the same with slightly different interiors, are often crowded, seats are people on their laptops working or people just want somewhere to kick it for a little while. Rarely do I hear people rave about the beans, it’s more or less what it is the special of the month and a place go to chill.
But in Japan, I do go to visit the Starbucks because not only do they serve different things than what we see in the US, certain Starbucks are designed differently and there is somewhat a similar, but yet different vibe that is hard to explain. Also, certain shops have intriguing architecture or style differences.
Here are a few photos I have taken of Starbucks throughout Japan that I have been to.
Now, I’ll be attempting to visit the Starbucks Reserve Roastery which is like the fantasy world of Starbucks fans. I’ve seen pictures, have heard about it but also have heard about the hoardes of people in line hoping to get in. I’ll try to get in….I hope to get in. Fingers crossed.
I will also attempt to go to the Starbucks in Kyoto with the traditional style of architecture in Japan (actually in a townhouse over a hundred years old).
So, I do go to Starbucks but while third-wave is my preference, it involves me wanting to stay and appreciate the setting, the brewing and seeing the artisans at work and getting quality coffee. I have no problems visiting second wave shops but there is something about Starbucks in Japan that has its own distinct style and vibe that I often pulls me into check it out!
And look forward to trying to see the Starbucks Reserve Roastery and the Starbucks in Higashiyama in Kyoto soon!
