A cup of coffee

Let's not all be so indignant about the prohibition of liquids and gels on commercial jets. When the rule was instituted recently, most people reacted similarly -- with frustration and bewilderment -- but it's time for a little ingenuity. My wife and I live in Dallas and often fly out of Love Field. One of the first things passengers see as they enter the airport, before even the line of anxious travelers waiting to pass through the metal detectors, is a coffee stand.

It's right by the security check point. Well, despite the presence of a small seating area, the major coffee company that runs the stand is losing business right and left. It has to be. A slight shift in strategy could change this.

My idea, straight from the business plan of Kramerica Industries, is simple. People have to wait in line for extended periods of time, especially following the latest terror scare. So the market for coffee in that part of the airport remains robust. If the ban on liquids remains, a slight modification will be in order.

Instead of selling standard-size cups, the major coffee company in question should consider selling smaller cups. The goal would be a size that allows customers to drink the coffee before reaching the front of the line at the check point. Some might argue there are better ways to increase coffee consumption, but the coffee company (Starbucks) is in no hurry to cede its prime location. Its kiosk is the first thing many people see when entering the airport. A better solution would be to slice the size of the cups in half.

Starbucks -- Seattle's Best, a subsidiary of Big Coffee's most imposing presence, operates the stand -- could continue selling large cups. They would be less plentiful, certainly. But enough people would still want them with the adjacent seating area. What is needed is a change for those potential customers who typically are too busy removing theie shoes to drink up in time.

I can hear Regis calling right now.