Concluding Ideas

            Through molding of language, symbolism, and atmosphere, Starbucks has been successful in separating itself from other fast-food retailers and tailoring its company to serve as more than just a source for on-the-go coffee.  Instead, Starbucks has achieved bringing uniqueness to the ordering process and a sense of exclusiveness to its customers, breeding loyalty and a sense of belonging.  Through carefully crafted symbols, the company created an iconic and distinguishable brand that separates itself from all other coffee retailers of the American culture while still maintaining good quality and consistency.  Finally, by fashioning their interiors in a comfortable, relaxing, and inviting way, Starbucks stores become more of a “hangout” spot for customers to enjoy their product with others.  Next time you are waiting in that long line before a busy day, perhaps you will take a second to wonder if you too are one of the “chosen” members of such a popular and expanding subculture.