So, there seems to be a bit of controversy going on the world of java this week. Starbucks is partnering with some major news and entertainment brands for custom content on their new free WiFi network. Other coffeehouses – the pioneers of free WiFi – used this as a competitive differentiator against the coffee giant. Now, they’re pulling the plug on what they call a “hit to the bottom line,” according to an L.A. Times article covering the topic.
The Times article says that these coffeehouses are unplugging for a few reasons:
- It’s less of a perk since Starbucks killed their fee-for-WiFi last month.
- Laptop carriers hang out too long and don’t order enough.
- The techies make the conversationalists less attracted to the warmth owners are seeking to portray.
Now, these are all good and fair reasons for pulling the plug, but as a writer who loves to enjoy an over-priced cup of Joe and get a little work done, I’m torn on this issue. I can see the benefit of declaring a WiFi-free zone in a coffeehouse, but to pull the plug altogether – I’m not sure you’re benefitting and here’s why.
Why Killing WiFi Is a Bad Idea
- The suits of the world want a place to start their day before hitting the boardrooms. I know many doctors, attorneys and other corporate types who escape before enduring grueling hours with their steaming mugs and laptops. This crowd depends on you to wake them up and start their day. Are you going to shutdown their morning routines and risk your reputation?
- The coffee shop is a great place for meetings and interviews. Taking away the WiFi may be a downfall for recruiters and interviewees who may have online portfolios and need to access social networks. If you cater, this is a slippery slope.
- Teenagers. Teens spurred a good bit of the coffeehouse craze with poetry slams, grunge music and flannel shirts (Ok, so I was a 90s kid.) They still have Mom and Dad’s money to spend, but if you don’t have WiFi for their iPods, Facetime on the iPhone or other gadgets, you’re going to lose them to places that will give them free Internet. Are you willing to risk losing the demographic with the highest expendable income?
- College students. The coffeehouse where I went to school was always filled with students looking for some quiet and a place to study. Plus, caffeine is a requirement for microbiology or Latin. And, everyone needs a Facebook break. If you’re in a college town, this can kill the new business you get from new students and transfers looking to make the grade.
These are just a few examples of your target audience who head to your shop to start their day or study or meet. Are you really willing to kill this segment of your business? Or, are you going to get creative in how you approach the free WiFi issue?
A Simple Solution for the WiFi Dilemma
I know of a local espresso cafe, which is located across the street from a large health sciences school, that has put thought into their WiFi strategy – they separate the techies from the friendlies. One room of the coffeehouse is “quiet” and wired with Internet and sockets. The front counter area is warm, friendly and has conversation areas set up for just that. I like this strategy because it targets each group the right way, without eliminating a paying customer source.
What are your thoughts? Is it cool to stay wired, or should we cut off the Internet caffeine? Share your comments below.
