When Howard Schultz became steward of the Starbucks brand, he identified the “Third Place” concept as its core value.
Here’s how it works: Starbucks aims to be people’s anchor in the community – a welcoming and comfortable place that fosters connection between individuals. It is called “Third Place” because Starbucks’ brand aims to create the environment where you will spend most of your time after your home (First Place) and your work (Second Place). Starbucks has leveraged “Third Place,” that simple – but differentiating – internal brand statement into a world where no one asks you to leave, ever.
Starbucks Internal Brand Statement demands comfortable couches and chairs, relentlessly friendly employees and even good quality toilet paper (not kidding). See how radically different that is from ‘selling coffee’ and feeling guilty if you ‘just sit there without ordering?’ Today, close to 17,000 company stores in 50 countries charge $4 a drink for delivering that brand promise.