This document summarizes observations from a creativity class assignment comparing Peet's Coffee and Starbucks locations. It notes that the Peet's location had trees, shade, and open space which created a more inviting environment, while the Starbucks was on a busy street and nearly empty. It also discusses lighting, floor layout, product selection, employee engagement, and security differences between the locations.

1. Observations
Assign #2 - Creativity Class
Alex Woo

2. Location and Environment
An inviting store is more than location
- trees and shade near Peet's Coffee
- versus busy street near Starbucks (nearly empty)

3. Lighting Aids Presentation = Quality
- Overhead Ceiling Fluorescent Lights convey utilitarian
cheapness (i.e. lower quality products)
- Direct Spot Lights convey higher quality

4. Flow Matters
- Peet's: Baristas & Counter against wall
Result: Open Space and Direct flow to order
- Starbucks: Counter juts into center
Result: Forces customers to walk in a U to order
Fewer tables, less open space

5. Selection => Higher Quality
More selection of better items conveys overall
better quality

6. Employees Make the Vibe
Engaged Employees Who Use the Products Upsell More

7. Chain Stores Have More Security
Independent of price of products, chain stores
have more security cameras
- $500- $96K guitars with in this store
- no cameras