Occupational Perks: Tales from the Work Grind - Industry Trend or Event

Vile. Awful. But I need it," said the banking executive when asked to describe the kind of coffee provided (free of charge) at her office. Not too surprising from a woman whose coffee mug boldly states: "Decaf is the devil's blend."

Coffee has become highly relevant and contemporary in our society. The work place is certainly no exception. From banking to publishing to real estate offices, the answer seems to be the same. People "need" their coffee to achieve peak performance on the job or at least to maintain their high sense of loyalty and occupational morale -- some more than others. Most are gracious if their employer provides it for them (even if the quality is beneath their personal standards).

Coffee consumption is serious business in America. We proudly brew and gulp down one-third of the world's coffee. How did we get this way? Americans were once proud tea drinkers until King George had the audacity to levy an excessively high tax on it. His actions forced some Bostonians (probably fresh off a caffeine high) to raid English merchant ships and dump their cargoes of tea into the harbor. So, in a sense, drinking coffee may have been born out of a deep-rooted civic duty to what was to become The United States of America. We haven't looked back.

How pervasive is coffee in our culture today? From coffee bars with Internet access to car dealerships and ad agencies with full-service coffee stations, our mugs seem to runneth over. Those coffeehouses once reserved for intellectuals, artists, and poets have drawn ardent followers and made passionate believers of people from a wide-range of demographics.

Does that mean coffee has become an integral part of the modem workplace? You bet your beans it does. According to a 1999 Gallup survey on workplace coffee, 81.8 million Americans drink coffee in the workplace and 52.3 million obtain coffee from their place of employment. The majority of workers are not enthusiastic (remember the banking executive) about the quality of coffee available and, not surprisingly, gourmet coffee drinkers are the least satisfied group. The world of limited coffee choices is gone. Regular, instant, and decaf have grown into a complex, exciting world of blends, lattes, and espressos.

Companies like Filterfresh provide complete coffee systems to traditional offices, car dealerships, hotels, and medical facilities. Their equipment can brew a fresh cup of coffee. It's not instant coffee--it makes fresh coffee, one cup at a time. The machines can make everything from a plain cup of coffee to the more sophisticated premium arabica coffee, decaf, caf/decaf blend, cafe mocha, espresso, hot chocolate, and cappuccino. For companies that provide employees with coffee, these systems go beyond what normally is just a stash of coffee for all to use.

Often considered the leader in all things coffee, Starbucks has expanded its presence in the workplace with a new national office program targeted to meet consumer demand for better tasting coffee at work. "Customers have been asking us how they can enjoy Starbucks coffee at their workplace," says Jim Ailing, Starbucks senior vice president, Specialty Sales and Marketing. "Now we've developed a program that works for all offices interested in improving the quality of their coffee."

Coffee cliques rule

Some companies out there, do not (gasp) provide coffee as a benefit at all. Employees are left to fend for themselves. "The good thing is we get to sample a variety of different coffees," explains one account executive. "The core group of coffee addicts all share the cost of the beans, sugar, cream, etc. People usually bring in some good stuff. And more importantly, we all like our coffee strong, so there are never any complaints. The only time we have a crisis is when we run out of supplies because people forget their duties. Luckily, there is a Starbucks nearby."

Deanna, a 20-something editor, particularly enjoys the camaraderie coffee brings to the workplace. "When I first started my job, it was a great way for me to meet people from other departments. Conversations went beyond just work and they escalated from day to day. Standing in the break room waiting for the coffee to finish brewing really helped me meet a lot of people and get the real scoop on the company." Letting her bias show, she adds, "When people tell me they don't drink coffee, I really wonder what kind of problems they have."

I drink alone

On the flip side, one marketing professional might appear to bring disgrace to the coffee elite. She begins each day with a stop at a fast food chain and proudly orders a large cup of generic coffee. To add insult to injury, this woman sips on the same cup filled with the same coffee all day--pausing only to reheat the Styrofoam cup in the microwave. "I simply do not want to be hassled with the burden of remembering to bring in coffee, sugar, or milk." Defending herself, she adds,

"I like my coffee hot and I don't want to have to wait for it to brew. When my cup gets cold, I can nuke it instantly. Plus, there really is no need for me to get involved in the whole coffee ordeal. It's just coffee."

We just can't work under these conditions

According to Starbucks' Alling, "Seventy percent of office coffee drinkers are not happy with their current workplace coffee." At a large independent publishing company, some workers have taken things into their own hands. Coffee just might be the fuel that keeps them going. One daring, self-proclaimed barista uses his own expensive espresso machine to bestow gifts of lattes and espressos onto his favorite coffee aficionados. "Nothing makes me happier than hearing the hissing sound of a milk steamer. I know it means Dave is making his lattes. I usually hope I can get one-- it can really take a bad day and make it better," says a grateful coworker.

In fact, predictions have been made that in the next few years, espresso will become the dominant method of coffee preparation. Talking to the barista himself, he explains why he does what he does by simply stating, "The coffee they offer is best described as bad diner coffee. It's hard to expect me to enjoy it."

At the same company, a graphic designer has his very own industrial coffee machine planted directly next to his computer--ready to brew at a moment's notice. "The coffee in the kitchen is OK, but I have to fight the crowds, and a lot of times when I want some coffee from the kitchen, it's either gone or nasty, burnt coffee. No one likes that. It's just easier this way."

Perhaps we have become a nation of ungrateful coffee drinkers. "Yes, they provide coffee, but I hate it; so my assistant and I brought in our own coffeemaker so we can brew only the coffee we like," explains a financial analyst. "We don't really share with others in the office. We've been doing it for two years now and no one has really asked."

The folks who wade through bad coffee at work actually say most of their coworkers would pitch a fit if the company decided to not provide any coffee at all. Chris, an IT manager at an accounting firm, strongly believes no one at his job likes the coffee, but if it were taken away, "people would freak." He explains that, "most everyone works hard and feels at least the company is giving them something in exchange for what they accomplish."

A dream come true

If you think some people take coffee drinking to an extreme, imagine a company who actually hires two full-time baristas to serve their employees and clients fresh, hot coffee, espressos, as well as smoothies. DraftWorldwide, a global marketing/advertising agency, has done just that. Employees can order their favorite caffeinated drink in a posh setting filled with trendy furniture and TVs. It costs employees a minimal amount, with proceeds going to Pediatric AIDS of Chicago. (The New York office has a coffee bar as well, and those proceeds go to the Herbert G. Birch Foundation, another AIDS charity). According to Stacey Kanofsky, a public relations executive at DraftWorldwide, there's always a long line in the morning. "We always receive praise and excitement from visiting clients," she says. "They really want to know more about it."

Like a lot of smokers, coffee drinkers seem to hang in packs. Their presence is usually felt, and people tend to know to stay out of the way until the caffeine "fix" is in place. People usually love coffee or not-- there seems to be no in-between. Some claim coffee at work boosts productivity and efficiency. Although it could be just a placebo effect, are you willing to risk your company's profits to find out?

Larry Williams (lorenzolw@aol.com) is a writer and ad designer in North Carolina whose motto is: "Coffee should be black as hell, strong as death, and sweet as love."

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