"Chain Reaction" (essay)		CHAIN REACTION Starbucks, Chipolte’s, Target, McDonalds, CVS, GAP, Subway, Popeye’s, Denny’s Blockbuster, Home Depot, 7-Eleven Names that we recognize and can even picture in our minds. Each establishment offers the same product, the same environment and the same prices at each of their venues. The familiarity is part of why we go to these places. We know what to expect no matter which locale we chose. We know the menu, the portions, the condiments, the types of bread, the packaging in which they are served. There are no surprises. Sometimes we go because they have what we want. Other times we go because after considering other options, we settle on the degree of satisfaction we will insure. In spite of our likes and dislikes, we can’t help ourselves we all go to chains. Same as It Ever Was Dealing with chains can be like choosing a political party. We recognize that there are only two parties and we decide which party we can swallow. McDonald’s and Burger King – same food, different color scheme. We often pick one chain over another based on what we find appealing about that chain than we select a specific store for reasons other than corporate HQ had envisioned – the Ethiopian bread at the 7-Eleven in Adams Morgan, the friendly bartender at the Cosi at Dupont Circle. The premise of a franchise is to be consistent. We know that we can get a freshly-made sub- albeit with shredded iceberg lettuce – from Subway. We know that Starbucks coffee is always hot and fresh, and that if Home Depot doesn’t have the screw we need, then it doesn’t exist. The food is pre-processed and made to taste the same everywhere, whether we’re in Portland, Oregon or Portland, Maine. The only difference is whether the kid behind the counter asks us “do you want fries with that?” with a Southern drawl or a Boston brogue. It is not your imagination; there are more chain stores now than ever. You can stand outside one Starbucks and see another one a block away. In fact, the arrival of Starbucks in your neighborhood means that you’ve achieved some kind of corporate recognition; Starbucks sees us as a market! Hard to believe, but there is a drawback to value and consistency, it is a loss of local flavor, invested community interest and the individuality that we get in a mom-and-pop shop. The locally-owned sandwich shop is more likely to contribute to the PTA silent action, or let the MS Association display registration forms for their walk. Also, the person behind the counter might actually engage in a friendly conversation with us- not because the corporate employee handbook requires it but because she enjoys her work and appreciates our business. Free of Chains Once upon a time a home owner would go to a local hardware store to get some plumbing equipment to fix a toilet. The owner would drive up to the store, go up to the counter, describe the project to the sales person and the sales person might come out from behind the counter, pick up the needed, supplies, pack the bag and perhaps even help the homeowner load the purchases into the car. That was known as personal service. We paid a price for it, but chances are we got what we needed the first time out and never even recognized the value added Of course, one challenge with shopping at independent businesses rather than franchises doesn’t guarantee better or personal service, and sometimes we are not up for taking the chance. When you see five fast food chains and one mom –and-pop sandwich store on the same block, and you’re hungry, you’re probably more likely to go for what you know. Picture this: It’s a Monday night, you were away for the weekend and your refrigerator looks like a jail cell. Work was brutal and you know you need to eat before going to bed and waking up to do it all again. The Colonel seems all so easy. It’s a hot meal, and with Cole slaw and beans you actually convince yourself that the meal is well balanced. You figure that you can walk in and get your meal in about 6 minutes and then be home in front of the TV within the half hour. Is that great or what? Do you feel satisfied? Sure, every once in a while you feel content, but generally not. Rolling from the couch to the bed has helped Americans look like the Super Sizes that we value. Is that really a good deal? Without the name recognition of the corporate brand to generate foot traffic and steady income, it is hard for the mom-and-pop business to compete. It takes a while for a small business to work out the kinks of starting up. They may not be as well –stocked; the service behind the counter may be a bit slower; the menu may change every week until they figure out what works best. Should it be your obligation to patronize a place that isn’t so well stocked or doesn’t have extensive employee training? Should you have to settle for anything less than a business that runs like a machine? Well. Think about that day when you crave something that’s not on the menu of your chain restaurant, or a book that is not on the best-seller list. Where would you go then? You are what you eat It really can’t be your obligation to support a business when doing so might require you to spend a little extra of your hard earned money by paying full price or having to wait a little longer for your food because the small shop doesn’t have an automated deep dryer to cook faster. But in reality, every time you patronize a non chain store you are voting for more options, non processed meals and local flavor. Independently owned businesses must be actively supported to compete with franchises. The independently survive off of every purchase be it a soft drink, a magazine or a piece of plumbing equipment. It is a free market and it is your right to chose our preference, but keep in mind that if you don’t actively support independents with your purchases, we may all wind up one day with nothing to choose from other than a corporate franchise. Contact us at: Eat@DosGringosCafe.com