Simon, who teaches at Philadelphia's Temple University, thinks that by spending time at Starbucks — observing the teenage couples and solitary laptop-users, the hurried office workers and busy baristas — he can learn what it means to live and consume in the age of globalization.
"What are we drinking, and what does it say about who we are?" Simon asked during a recent research trip to London.
His research has taken him to 300 Starbucks in six countries for a caffeine-fueled opus titled "Consuming Starbucks" that's due for publication in 2008. He is one of several academics studying a type of 21st century cafe culture — Italian coffee in an American package — that has spread rapidly around the world.
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