Did you buy that latte 2 hours ago? Think about leaving the coffee shop.
By Maura Judkis
July 8 - The Washington Post
You can get an espresso at Bread
Furst, or a baguette, or a perfect piece of pie. But if you want to get some
work done, be prepared: Owner Mark Furstenberg just might ask you to move
along.
The James Beard Award-nominated baker sees his Van Ness cafe as a
neighborhood gathering place — not a second office for ever more prevalent
teleworkers. So during peak hours, when he spots laptop lurkers nursing now-cold
cups of coffee and occupying precious table space, he asks them to leave.
Politely, of course.
A typical exchange, as he describes it:
Furstenberg: gIfm sorry, this is not your workspace.h
Customer: gWhat do you mean? I just bought a cup of coffee.h
Furstenberg: gI know, and Ifm glad you bought a cup of coffee, and I hope you
like the coffee, but other people are waiting for tables.h
Customer: gItfs a public place, isnft it?h
Furstenberg: gWell, no, actually, itfs not that kind of public place. Itfs a
place where people come to eat and talk, but itfs not your workspace.h
Customer: gYoufre going to decide how I use the space?h
Furstenberg: gWell, yes, actually, I am.h
Furstenberg doesnft mind if people work in his shop when it isnft busy, or if
they conduct face-to-face business meetings there. Itfs the ones he and other
cafe owners call gcampersh that get to him — you know, the types who buy one cup
of coffee, plug in their laptop and earphones and proceed to act as if they own
the place, hogging the tables for hours on end. To deter them, he doesnft offer
WiFi. But still they come, with their portable hotspots and their FaceTime and
their tablets, undeterred.
gWe have this notion that eany space can belong to me, and I can do what I
want,f h says Furstenberg, resignedly. gTechnology has made it possible.h
But technology can be a double-edged sword. It allows more
of us to telework than ever before, but then wefre, you know, stuck at home
— feeling isolated, or distracted, or guilty for not loading the dishwasher or
playing with the dog. So we escape to a different location full of different
distractions, which fade into the white noise of productivity: steamed milk
churning, strangersf murmurs, ambient music. If the chairs are comfy enough,
some of us might stay all day. It feels like home.
Public spaces meant for gathering and socializing, even talking business,
have been around for centuries. Englandfs stock
exchange and insurance industry can be traced to the coffee shops of
18th-century London. But in 1989, sociologist Ray Oldenburg, in his book gThe
Great Good Place,h gave them a name: the third place. If your home is your
first place and your office is your second place, the third place is where you
go to escape the obligations of the first two. But what happens when the third
place becomes more and more like the second?
It might look a bit like Arlington cafe Boccato Gelato. Over the
past three years, owner Cristian Velasco grew frustrated with customers who
would gbuy a Coke, open their laptop, and take up a large area of my couch — 10
square feet of my space — for a Coca-Cola for $1.50 for five hours.h So he put
up signs in his restroom advocating proper coffee-shop etiquette: Customers
should order something every 60 to 80 minutes, share their tables and not bring
in outside food. Tip No. 5 is gThink about leaving the coffee shop.h
But frequent teleworker David James saw potential in Boccatofs comfy couches.
He and his business partner, Ramzy Azar, approached Velasco with an idea: Cowork Cafe, a
members-only club that rents half of Boccatofs seats on weekdays for workers who
want to get out of the house. For $150 a month, members have access to special
seating, a small conference room, printers and shredders, unlimited high-speed
WiFi and a monthly account with the cafe, so they donft have to pull out their
wallets every time they go up to the counter. The company launched in February
and now has more than 30 members.
gWefre trying to develop a business model where the interestsh of the
coffee-shop owner and the teleworker gare aligned,h James said.
Itfs similar to co-working spots WeWork
and Cove, but in the same
comfortable environment that coffee-shop frequenters have grown accustomed to.
And because Cowork Cafe pays rent for the space, guests donft have to play by
Velascofs posted rules.
gWe tell our customers, eItfs okay to be here all day, itfs okay to not buy
anything if you donft want to, itfs okay to bring in your own food,h James said.
gNobody has to feel guilty about being there.h
Still, the transition was a little rough. Customers who werenft willing to
pay for Cowork Cafe were relegated to a separate seating area — and even if it
happened to be full, they couldnft sit in the co-work section. Regular customers
may use WiFi for only an hour and a half unless they make additional
purchases.
gThe first couple of months was basically me spending all of my time
apologizing to my regulars,h Velasco said. gI got a lot of bad write-ups on
Yelp, a lot of aggressive phone calls.h
He understood his customersf frustrations, but he also hoped that they
understood his.
gItfs a two-way street,h Velasco said. gThey are in a public space, and it
takes money to maintain the space. Itfs a mutual responsibility. You have to
share, and spend money, to have the place open. You canft just sit there.h
A common complaint from business owners is that campers act as if they own
the place. According to University of North Carolina at Greensboro marketing
professor Merlyn Griffiths, they think they do.
The feeling is that gas long as I have something that indicates that Ifve
participated in an exchangeh — a cup of coffee, or a muffin — gI have a right,
quote unquote, to be here,h says Griffiths, who has studied customer territorial
behaviors in coffee shops. It creates a sense of gtemporary psychological
ownership.h
And the result is a power struggle: Owners limit WiFi or ban
laptops, as Filter, a coffee shop in Foggy Bottom, did in 2012. Customers
strike back with nastiness on social media. And now that you donft need a shopfs
WiFi, thanks to mobile hotspots, a storm is brewing, Griffiths says.
So as new cafes open, theyfre trying to predict the weather — and avoid the
worst of it.
At the
Royal, a newly opened LeDroit Park space offering coffee and Latin American
food, owner Paul Carlson offers free WiFi with a two-hour limit. As long as
people are purchasing food, hefs okay with letting them linger until about 4
p.m., when the cafe starts to transform into a bar. He wonft kick anybody out,
he says; hefll just send some subtle signals — turning up the music, dimming the
lights — to say, Time to pack up the laptops, folks. gHopefully that will
just be an organic transition for our guests,h he says.
Bluebird Bakery founders Tom Wellings and Camila Arango, meanwhile, have
advertised their space on social media as worker-friendly — for now. They have
lots of room in their wide-open, second-floor pop-up
in Prequel, a culinary incubator downtown. But when they move into their
permanent Logan Circle bakery, which will be a fraction of the size, theyfll
tackle the topic of workers and campers as situations arise.
gWe want people to feel comfortable, feel at home,h Wellings said. Having
people linger for a while in a shop, Arango said, can ggive it life. It doesnft
feel like an empty retail shop.h
Life — and caffeine, of course — is what teleworkers were seeking at Compass
Coffee on a recent Monday morning. The Shaw cafe was designed
with workers in mind, from the arrangement of chairs to the extra
outlets.
gI like that everybody else is working, like, really hard,h said Beth
Johnson, a deputy director for an Alexandria nonprofit organization, looking
around at more than a dozen people hunched over their laptops. gItfs good
motivation.h Johnson works two days a week from coffee shops, rotating among
Compass, the Coffee Bar and Blind Dog Cafe, staying about six hours and
typically buying two coffees and some lunch.
Nearby, Raegan Rivers was already on her second coffee two hours into her
workday. gItfs like your rent,h said the founder of Hopsctch, a three-employee start-up that
promotes eco-friendly products. gA croissant and a coffee to support a local
business are a lot cheaper than a co-working membership.h
Both Rivers and Johnson said that they appreciate the collaborative feel they
get from coffee-shop work, but at least that day, the cafe seemed to be a place
where people had come to be alone together. Camping can turn coffee shops into
less uptight versions of libraries. The social element can be hit or miss.
gWhen I go to our space, thatfs a cue for me that, okay, itfs time to work,h
says Cowork Cafefs James. gI could see that it could get confusing if youfre
going to the same place for co-working and socializing.h
The answer, Griffiths says, may be to renumber our places, or to create a
fourth place to fill the gap. gIf the third place is morphing into more of a
hybrid second and third place, perhaps the fourth place would be a more original
third place, where itfs all about socializing,h she says.
Hmm. Donft we already have a place like that? You know — itfs called a
bar.