While on a recent trip to Washington, DC I was sitting in a coffee shop and couldn’t help but observe that even though the temperature was in the 80’s, humidity was high and perspiration was evident on many, the ever necessary cup of hot coffee was still flowing freely!
And it made me wonder…is that cup of coffee really necessary or have we just fooled ourselves into thinking we perform better if we consume it, and are scared to death we don’t do our best if we don’t? Or is it just a brilliant marketing campaign by companies such as Starbuck’s, Seattle’s Best, Cosi (a DC local coffee chain), or it is a combination of all of the above? Let’s dissect and find out:
A necessary consumption - According to an article by Dr. Michael Traub N.C. entitled Coffee, America’s Favorite Drug and published by the American Association of Naturopathic Physicians, “Coffee is not just a beverage, it’s a drug. Over half the population of the U.S. drinks at least two cups of coffee a day. 25% of coffee drinkers consume about five cups daily, and another 25% drink ten or more cups a day.” Dr. Traub goes on to say, “it is the caffeine in coffee which makes it addictive.” Dr. Traub sites in his article the many side effects that caffeine and the other chemicals in coffee create or exacerbate such as; “Caffeine raises adrenaline levels and heavy coffee consumption can lead to a state of adrenal gland exhaustion, where the adrenal glands are no longer able to adequately respond to stress by releasing enough adrenaline. Adrenal insufficiency can lead to a host of other problems, including a weakened immune response, anxiety and panic attacks. Caffeine also interferes with adenosine, a brain chemical that normally has a calming effect, and raises the level of lactate, a biochemical known to produce panic attacks.” These are certainly facts that might make you pause before taking that next sip!
Performance Measures - There’s no doubt that if you need an adrenaline rush to get you going, or need to stay awake to study for a test, caffeine will probably do the trick. But are we really better performers after we have a cup of coffee? I have to admit, on the rare occasions when I can’t or don’t have my morning cup, I do feel like I’m not performing at my best; however, I do make it through the morning just fine, although perhaps at a bit slower pace. I seem to get my work done as planned and by the time lunch rolls around, I’ve usually forgotten that I’ve missed out. So for me at least, when it comes to job performance, a lack of the morning cup seems to be more of a physiological issue than a physical one. And on those wonderful days when relaxation is the only thing on my agenda, I still enjoy a great cup of coffee!
Marketing 101 - Okay, don’t we all wish we were as brilliant at marketing as Starbucks? Admit it…if we could convince people that they couldn’t survive a day without our product and they were willing to pay top dollar to have it, we’d all be franchising ourselves worldwide! And even though Starbucks’ sales are down in this economy, and they over saturated the market with a store on every corner, I found during my trip that every one we passed was busy at all hours of the day and night.
But perhaps what surprised me the most was the local coffee shop, Cosi, that was thriving in the midst of tough competitors (3 Starbuck’s). It was still in the same location that it was eight years before and just as busy. This place is a favorite of locals and tourists alike, and because of that I suspect if I return in another eight years, it will still be there and thriving as always!
So like millions of others every day, I will still seek out that cup of java (the hotter the better) even as the temperatures soar into summer! Why? Because I simply enjoy it! And in today’s world there are times when indulging in a simple pleasure produces the greatest rewards.
