Case Study Starbucks Back To Basics Chiropractic

What Is Chiropractic?

Chiropractic, although many times misunderstood, is about helping people live healthier, fuller lives. While typically thought of as “bone doctors”, chiropractors actually focus on the nervous system and painlessly, manually adjust the vertebral column in order to effect the nervous system.

Why should I see a chiropractor?

Your brain and spinal cord are the communication highways to every cell in your body. Without proper maintenance, deterioration of spinal joints may lead to pain, discomfort, decreased range of motion, headaches and the potential for more serious conditions.

I’m not experiencing any neck or back pain right now…why fix what’s not broken?

The absence of symptoms does not necessarily mean the absence of DIS-ease. By the time a joint physically causes pain, approximately 85% of the function is already compromised. Preventative care is a key element in maintaining an uninterrupted, pain free lifestyle.

Does it hurt?

Pain threshold varies person to person, the more severe the case the more likely there may be some tenderness. Minimal soreness is normal on the road to recovery.

Can I afford Back to Basics treatment?

Workers compensation and auto accident injuries are fully covered with ANY insurance company. We offer competitive rates for individuals without any insurance at all. In fact, in most cases, fees are comparable to standard insurance co-pays.

What conditions do chiropractors treat?

Chiropractic is a health care profession that focuses on disorders of the musculoskeletal system and the nervous system, and the effects of these disorders on general health. Chiropractic care is used most often to treat neuromusculoskeletal complaints, including but not limited to back pain, neck pain, pain in the joints of the arms or legs, and headaches.

Does chiropractic treatment require a referral from an MD?

No, a patient does not need referral by an MD before visiting a doctor of chiropractic. Chiropractors are first contact physicians, and are so defined in federal and state regulations. Following a consultation and examination, the doctor of chiropractic will arrive at a diagnosis under chiropractic care, or refer the patient to the appropriate health care provider.

Is chiropractic treatment effective?

Scientific evidence proving that the chiropractic care works is overwhelming. Over the past 20 years, many controlled and independent research studies have shown again and again that chiropractic care is safe and effective for treating low back pain, neck pain, headaches and other conditions relating to the spine*. Based on these scientific studies, the consensus is that chiropractic care is the treatment of choice for most spinal problems.

* The extent to which a person can benefit from care varies depending on their problem and how long it has existed.

Can you explain the philosophy behind chiropractic?

Doctors of chiropractic believe in a holistic (“total person”) approach to healing, which typifies the new and changing attitude towards health. It is based on the concept of “maintaining health” versus “treating disease.” Chiropractic philosophy includes:

  • recognition that dynamics exist between lifestyle, environment and health
  • understanding the cause of illness in order to eliminate it, rather than simply treat symptoms
  • recognition of the centrality of the nervous system and its intimate relationship with the capacities of the human body
  • a patient-centered, hands-on approach focused on influencing function through structure
  • focus on early intervention, emphasizing timely diagnosis and treatment of conditions that are wholly functional and reversible


Is chiropractic treatment appropriate for children?

Yes, children can benefit from chiropractic care. Children are very physically active and experience many types of falls and blows from activities of daily living as well as from participating in sports. Injuries such as these may cause many symptoms including back and neck pain, stiffness, soreness or discomfort. Chiropractic care is always adapted to the individual patient. It is a highly skilled treatment, and in the case of children, very gentle.

Are chiropractors allowed to practice in hospitals or use medical outpatient facilities?

Doctors of Chiropractic provide care in hospitals and other multidisciplinary health care facilities and often use outpatient clinical facilities (such as labs, x-rays, etc.) for their non-hospitalized patients. Hospital privileges were first granted in 1983.

A few notable examples of chiropractic integration into today’s health care system include the chiropractic department at the National Naval Medical Center in Bethesda, Md., and the care provided to veterans, active-duty military personnel, and Medicare patients.

Do insurance plans cover chiropractic?

The majority of all insured American workers have coverage for chiropractic services in their health care plans. For example, the federal government’s Office of Personnel Management offers chiropractic coverage for federal employees in both the Mail Handlers and BCBS benefit plans. In addition, there is a chiropractic benefit in Federal Workers’ Compensation, and chiropractic care is available to members of the armed forces at more than 40 military bases, and is available at nearly 30 veterans’ medical facilities.

What type of education and training do chiropractors have?

Chiropractors are educated as primary contact health care practitioners, with an emphasis on musculoskeletal diagnosis and treatment. Educational requirements for doctors of chiropractic are among the most stringent of any of the health care professions. The typical applicant at a chiropractic college has already acquired nearly four years of pre-medical undergraduate college education, including courses in biology, inorganic and organic chemistry, physics, psychology and related lab work. Once accepted into an accredited chiropractic college, the requirements become even more demanding — four to five academic years of professional study are the standard. Because of the hands-on nature of chiropractic, and the intricate adjusting techniques, a significant portion of time is spent in clinical training. In total, the chiropractic curriculum includes a minimum of 4,200 hours of classroom, laboratory and clinical experience. The course of study is approved by an accrediting agency which is fully recognized by the U.S. Department of Education.

Is chiropractic treatment safe?

Yes, chiropractic treatment is safe and effective. While any form of health treatment contains a degree of inherent risk, there is little danger in chiropractic care when administered by a licensed practitioner. To assure competency, all states require that DCs be board-qualified, licensed, and regulated according to stringent criteria. Statistics show that patient risk is substantially lower for chiropractic because the use of prescription drugs and surgery are not used.

How is a chiropractic adjustment performed?

Chiropractic adjustment or manipulation is a manual procedure that utilizes the highly refined skills developed during the intensive years of chiropractic education. The chiropractor typically uses his/her hands to manipulate the joints of the body, particularly the spine, in order to reduce pain, and restore or enhance joint function. Chiropractic manipulation is a highly controlled procedure that rarely causes discomfort. The chiropractor adapts the procedure to meet the specific needs of each patient. Patients often note positive changes in their symptoms immediately following treatment.

Is chiropractic treatment ongoing?

The hands-on nature of the chiropractic treatment is essentially what requires patients to visit the chiropractor a number of times. To be treated by a chiropractor, a patient needs to be in his or her office. In contrast, a course of treatment from medical doctors often involves a pre-established plan that is conducted at home (i.e. taking a course of antibiotics once a day for a couple of weeks). A chiropractor may provide acute, chronic, and/or preventative care thus making a certain number of visits sometimes necessary. Your doctor of chiropractic should tell you the extent of treatment recommended and how long you can expect it to last.

Why is there a popping sound when a joint is adjusted?

Adjustment of a joint may result in release of a gas bubble between the joints that makes a popping sound – it’s exactly the same as when you “crack” your knuckles. The noise is caused by the change of pressure within the joint that results in gas bubbles being released. There is no pain involved.

"It's really inspiring to talk about the quality of our espresso when we're here all in the same room," Justin Chapple, manager of the Starbucks on 85th Street and Lexington Avenue, told his employees as members of the press viewed a typical training session. "We want to be aware of how we are presenting our drinks to our customers."

The group watched a videotaped message from Schultz. The head and shoulders of the barista-in-chief filled the screen.

"This is not about training," he said to his employees, looking somewhat somber. "This is about the love and compassion and commitment that we all need to have for the customer."

The store's employees - dressed alike in black tops, green aprons and Starbucks caps - watched the screen carefully, some nodding in agreement. Schultz reiterated points from a famous memorandum he wrote in February 2007. In it, Schultz lamented the "watering down" of the Starbucks experience, blaming the expediencies of rapid growth for removing "much of the romance and theater" from the ubiquitous stores.

At the time, Schultz lamented, "We achieved fresh roasted bagged coffee, but at what cost?" (To be precise, a one-pound bag of Starbucks Caffe Verona sells for $9.95.)

Then employees broke into groups to discuss new techniques to improve the taste and texture of drinks. Would-be customers were turned away at the door. In Manhattan, at least, a few were left in the rain.

In his memo, Schultz mentioned the advent of automated machines that grind coffee beans and spit out espresso with little human intervention. Those machines, regularly assailed by espresso fanatics, are an ongoing sore point for the chain.

"The machine is really a tool," Ann-Marie Kurtz, the company's manager for global coffee and tea education, said in an interview. "Ultimately, the barista is still the artist."

She explained that baristas still control the quality of the espresso shot by adjusting the grind and also need to aerate milk just so to make it appropriate for lattes and cappuccinos.

Kurtz said Tuesday night's training was "not retraining as much as refining skills," and she likened it to the staff of her favorite Italian restaurant returning to Italy every year to immerse themselves in Italian food.

On busy Lexington Avenue, customers denied entry to the store were offered free drinks from a barista. Told of the company's plans for rejuvenating its brand, at least one Manhattan resident said he was unimpressed. "Honestly, I just want the coffee fast," said Cameron Kemal, 16, a student at nearby Regis High School. "The stigma of a big chain doesn't go away by making coffee slower."

But his friend said the new brewing techniques could make a difference. "When you see them pull a carton of something out of the refrigerator, it reminds me I'm paying five dollars for a squirt of liquid and milk," said Hannah Boyd, 16, who lives on the Upper East Side.

She helped herself to three free samples.

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