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Throw me across the counter a latte once, wouldja? |
| By Bobby Tanzilo Managing Editor E-mail author | Author bio More articles by Bobby Tanzilo |
| Published June 3, 2009 at 9:06 a.m. |
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One of our favorite Milwaukee-isms here in the OnMilwaukee.com editorial office is the Brew City penchant for adding an "s" to the names of local businesses that don't really have them. As in, "let's have a coffee at Alterra's," or, "I sure miss Schwartz's."
Some of you already know that yesterday Drew Olson and I flew to Atlanta so that we could meet comedian Mark Malkoff and also try out the in-flight WiFi that AirTran now offers.
Arriving at Mitchell International, I was thirsty for coffee -- big surprise, I know -- and I pondered a latte at Starbucks in the main concourse. When I saw there were no outlets to charge the laptop, I tried to think of other places to pass the hour that remained before departure.
Then I remembered that there are now Alterra kiosks in the concourses. So, I passed through security and strolled down Concourse C on the way to my latte. When I ordered, I was told that the kiosks at the airport don't punch Alterra's customer rewards cards.
That's not really a surprise, however, because Alterra at the airport is really owned by SSP America, which owns food and beverage places at airports all around the country.
SSP is known for working with local institutions -- like Alterra and Bartolotta Restaurant Group in Milwaukee -- for its outlets. And in Milwaukee, they really got it right. On the receipt for my latte, the name of the business is listed as "Alterras Coffee."
Welcome to Milwaukee! Throw me across the counter a latte once, wouldja?
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8 comments about this article. Post a comment / write a review. |
Posted by Nezrite on June 4, 2009 at 2:36 p.m. (report)
I remember years ago when people used to call Jimmy's Grotto in Waukesha, "Jimmy Grotto's."
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Posted by BrewCityAllstar on June 4, 2009 at 8:40 a.m. (report)
Okay, I think I've got a handle on this one- adding -s or -es generally pluralizes a noun. adding an apostrophe s indicates ownership, and adding s apostrophe indicates ownership by more than one person or thing. The only way an s should be on Alterra (which is the name of the coffee shop is if you are referring to multiple locations (there are two Alterras within a mile.) When referring to something Alterra owns is the only time an 's or s' should be used- as in Alterra's patio, tables, bathrooms, etc.
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Posted by WestsideTide on June 3, 2009 at 2:46 p.m. (report)
Older/Wiser: are you serious? That is quite a stretch.
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Posted by Reader on June 3, 2009 at 11:42 a.m. (report)
Yes. That's the deal. The store's name is "Alterra Coffee Roasters," not "Alterra's Coffee Roasters." Same with "Lela" and "Swig." Call Swig. It's "hello, and thank you for calling Swig." Not, "thank you for calling "Swig's!"
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Posted by Wha? on June 3, 2009 at 11:35 a.m. (report)
How is adding "a" S appropriate to a name that doesn't have one.
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