In 1997, I was working as a computer programmer in the Dallas area and used to hang out in a Starbucks store near my apartment. I used to talk with the baristas and I got the idea of visiting every Starbucks in the world. I visited all the Starbucks in Dallas and in Houston; then I drove to Las Vegas and southern California. I had a lot of fun. From then on, I was totally committed to the project – although I didn’t realise how time-consuming it would be.
I set up a few simple rules. At every Starbucks I visited, I wanted to drink a non-decaffeinated coffee. I would only worry about stores operated by the company or by a primary licensee. I also wanted to write a blog. When I started, Starbucks had about 1,500 stores. I was aware that the company was growing, but I didn’t anticipate how fast. A year after I started, I saw that the company had opened several new stores in areas I had already visited. It sounds stupid, but I hadn’t foreseen this happening. I realised then that my project might never end.
Over the years, I’ve spent about $100,000 on my project and visited about 9,000 stores worldwide. On the road, I usually drink 10 coffees a day, and once I even drank 29. I felt awful.
My parents were worried and asked me to focus on my job and save money. Some people supported me and gave me donations. Others said I was crazy and wasting my time. Starbucks released some neutral statements about me, but I wouldn’t like to be sponsored anyway. Look at the swimmer Michael Phelps and what happened after he was accused of smoking marijuana. I want to maintain my freedom.
The first question people usually ask is: why? Why am I spending so much time and money? Visiting every Starbucks in the world is an abstract goal with no concrete meaning. You could almost call it meaningless. But I feel more at peace with myself since I started. Before, I worked 60 to 70 hours a week and spent the rest of the time hanging out at Starbucks. Sometimes I suffered from depression and spent days in bed. I wasn’t working towards anything.
The Starbucks project gave me a goal. I had an idea that was unique – nobody else was doing it. It was a goal that I had defined for myself and nobody had imposed it on me. I want to stand out and do things differently. That’s why I feel satisfied. Besides that, I also enjoy the lifestyle. Sometimes I work as a contractor to earn money, but I spend the rest of the time on the road. Before 1997, I had never done a road trip on my own and I discovered how much I enjoy driving around, seeing new cities, new sites, new people. The project also fits with my collector’s instinct. As a kid, I collected baseball cards, coins and comics. Today, I collect Starbucks stores.
The project made me realise how little I need in life. I don’t need a stationary home, I don’t need possessions, I don’t need certain people around me. When I’m on the road, I sleep in the back of my hatchback. People wonder if it is comfortable, but it’s good enough for me – and a lot more spacious than Japanese mini-hotels.
I’ve had several girlfriends and flings since the project started, but it’s hard to combine a relationship with my mobile lifestyle. I rarely feel lonely, and I don’t want to make any sacrifices. I wouldn’t change my route just to see my girlfriend. An attachment is also a limitation. The less you need, the freer you are.
Because of the recession, Starbucks is closing branches. For me, this is horrible because I don’t have enough resources to see all the stores before they close. But if Starbucks realises it wasn’t a good idea to grow so quickly, I will reach a point where I will have seen most of the stores and will only occasionally travel to visit new ones. It will give me more time to focus on other hobbies.
