Culture or Discourse that I want to study

I want to do my study on Starbuck's. I am a coffee lover, have my own crazy ordering ways, and want to reach deeper into the culture of the Starbuck's world. How anytime of the day you can walk in and the place is packed, people laughing, drinking, studying, listening to their own music. Why is it so big? Why do people, myself included, pay so much for a cup of joe? This is my new mission for the semester! Let the journey begin...