Bryant Simon: Everything But the Coffee October 17, 2010

In 'Everything But the Coffee,' Bryant Simon probes the company's psychological, emotional, political and sociological power to discover how Starbucks' explosive success and rapid deflation exemplify American culture, showing that Starbucks speaks to a deeply felt American need for predictability and class standing, community and authenticity, and revealing that Starbucks' appeal lies not in the product it sells but in the easily consumed identify it offers.