If you thought Joe’s was bad, you’ll get a real kick out of Java Divas, a new coffee shop in Pasadena, Maryland. NBC4 in DC ran a little feature on the operation tonight, which caught my attention. It’s a drive-through coffee shop staffed by scantily-clad hotties. They serve drinks in sizes A, B and C. The anchors reported the story by telling a few one-liners and giggling and/or openly complaining that “my baristas don’t look like that!” A woman came up with the idea and business is booming – as is the business at the gas station next door.
The website invites readers to wank to sexxxay pictures of the employees meet the divas. Unsurprisingly, they are all thin, able-bodied and appear to be white. Alleged customer raves are plastered all over the home page. “I love the drive thru. I don’t have to get the kids out of their car seats!” says one. Got to teach your children that women are the Sex Class early.
Java Divas is not the first coffee place to lure customers with women’s bodies. People will dismiss criticism of these shops with the shallow platitude “sex sells.” But whose sex sells? And to whom? Women’s sexualized bodies sell to the assumed default consumer: heterosexual men.
I’ll brew my own, thanks.