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Starbucks and the concept of the "Third Place"

Success Stories 6 min read 11 octobre 2025

Howard Schultz brought the Italian espresso bar to the USA.

Coffee is secondary, it’s the experience that matters. Comfortable armchairs, Wi-Fi, a name on the cup.

Extreme customization: “Twenty Soy Hazelnut Latte no foam”. The customer feels unique.

Barista Training: They are “partners” (shareholders), have health insurance. Strong commitment.

The mobile app: the most powerful loyalty program in the world (a disguised bank).

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