Feeling assaulted by merchandising efforts at Starbucks? You're not the only one. Enter tall, lanky, handle-bar mustachioed Barista Mark Ludas, a seven month employee intent on toning down the sterile corporateness by bringing a "non-commercial element, culture" adding cachet to the 572 Valley Road java joint.
A Starbucks with personality? Ludas, the store's self-appointed "Minister of Culture" says he's trying to humanize the store. Now, there are rows of used books overflowing the windowsills. Two months ago he initiated the book exchange "borrow one, bring one". "A coffee shop should have books," says the MoC matter-of -factly, and corporate gave its Reader's Digest version approval, donating $25 for shelves. Bombarded with book donations from customers, he stopped collection for the month of August - and needs more bookcases.
So what's Montclair reading?
The D'Artagnanesque Ludas culls through the crap before books reach the shelves. We found titles like The Complete Guide to Epee Fencing, The Idiot's Guide to Yoga, Trinity, Jung For Beginners, Robinson Crusoe, a smattering of self-help books, and a tome of works by Honore de Balzac among some dog-eared bestsellers. The Starbooks are free for the taking - as long as you replace them with other titles.
Ludas says "I was given an action plan by my superior to help promote camaraderie and morale for customers - and personnel." "Aggressive sampling is a new trend," he adds, as a Barista comes by offering a sample of Blueberries & Creme Frappucino... "This is one of the busiest stores in the area - another thing I'd like to do is get rid of the horrible corporate "art" on the walls which says nothing."
Monthly poetry readings may also be in the cards: advertised for last Friday night: "Battle of the Poets" a sort of read-off of Edna St. Vincent Millay vs. Sylvia Plath.
And those rickety tables outside? He'd like them to be replaced. "One customer's laptop nearly went crashing on the ground. They've gotta go," Ludas sighs.
He looks like a mix of Yanni & Jumangi