But in all seriousness this is an extremely tacky way to market a coffee shop. For every new customer you get you'll piss off another one who actually likes good coffee, good atmosphere etc.
Tacky, maybe. But a quick look at the website tells me that they are doing a thriving business, and further investigation reveals that a many of these cowgirl coffee destinations are relatively remotely located, thus minimising exposure to those who would not, or should not be interested. Furthermore, they are purposely located adjacent to trucking roots (now boys settle down), and they serve espresso coffee - which is somewhat of a rarity in the states. Leaving aside the lingerie for a moment (ahem...) I thing a coffee franchise, selling REAL coffee, targeted to truckies, despite how they market that, is a VERY GOOD IDEA. Also, the website goes to great lengths to show these woman in 'normal' aspects of their daily lives, by prominently displaying many photos of the employes outside of work, going about their everyday lives - which I think is to be applauded, and which I find to be far from dehumanising. I applaud the initiative and the innovation which managed to get these franchises off the ground in the first place, and I for one would like to see, not necessarily scantly clad woman serving coffee (not that I'm against that mind you), but greater initiative and innovation in the Australian coffee market place. Where are the trailblazers? Where are the risk-takers, willing to push the boundaries not only in service but in coffee standards. Of the 10,000 cafes and many coffee roasters in Melbourne, I can only think of perhaps a handful that push the boundaries, that take genuine risks with commercial consequences, in terms of setting the standard, raising the bar (Not that bar, the other one), and who are driven by the need to diversify, innovate, and to create something new and potentially superior to that which has gone before them. Bring on diversity in all its shapes and forms, I say, and if that means pushing the boundaries as to what's acceptable, then so much the better. And to anyone who thinks that sexual dynamics (not exploitation) has no place in the maket-place - I say wake up and smell the coffee. P
