TITLE: OBSERVATION AT A POPULAR BOOKSTORE CAFÉ

Over the past few years, commercial spaces have become areas for multifunction activities. Along with the availability of gourmet coffee, food, ample seating, and free WIFI bookstore cafes have welcomed a clientele that blends leisure, social and work related activities. In this context, a local popular Barnes and Noble bookstore cafe served as the perfect environment to perform a field observation for this assignment and to explore customer behaviors and reasons for patronizing this particular establishment. Nestled in a busy Shopping Center on the east side of a traffic jammed Central Avenue, in Westchester County, Barnes and Noble bookstore is surrounded by a movie theater, restaurants, popular stores, and ample parking. This observation was performed at this establishment during one two-hour visit on a cold weekday mid afternoon between 1:00 pm and 3:30 pm. Upon entering through the main heavy double doors, a strong inviting aroma of toast and brewed coffee permeated from the “Café” located to the left, far north end past the magazine section. This was a busy place buzzing with loud sounds of blenders, toast popping out of toasters, grinding coffee, milk frothing, calling of drinks and food by the baristas, and, back and forth chatters between customers. Outside, pedestrians wearing heavy coats peered in through a series of large windows as the mid afternoon light poured in creating a bright and warm space. The barista counter was situated perpendicular to a large number of small wooden square tables and chairs located in the center and along perimeter of the cafe. Standing in the form of an assembly line behind the counter, three uniformed Starbucks baristas called out orders and patrons by their first names. The interactions between customers and baristas were welcoming and