How Starbucks used the Third Place concept

Todd Irwin answers this and more questions on my new podcast.

How Starbucks used the Third Place concept -
"As Starbucks goes, I think Howard Schultz is brilliant with his strategy around this concept, this brand positioning concept called the Third Place. What is that? They saw the big company, the big brand that was in the sector, it was Dunking Donuts, 50 cent coffee, you're in, you're out. But it's an eyesore on the neighborhood. Nobody really wanted to hang out there. But hey, you get a cheap cup of coffee, it doesn't really taste good. Well he was in Europe and he's at the cafes and European cafes, people spend the whole day there. They eat there, they work out of the cafes, and it's really a third place. That's what he did. He came up with this concept of the third place in somebody's life. You've got home, you've got work, and you've got Starbucks. And they positioned the brand around this idea of community and this concept of the third place. When Starbucks move into neighborhoods, they design the Starbucks around the neighborhood. It doesn't become an eyesore in the neighborhood. People aren't afraid of it. So that's another really good example of De-Positioning and how it works."

This is just an excerpt—Listen to the full episode here:

Visit the podcast page to learn more:

Todd is a branding expert and the founder of Fazer, which is a branding agency based in New York. He has decades of experience working with Fortune 500 and also startups, helping them with strategic positioning and visual storytelling.
--
#branding #deposition #brandstrategy

[bluestorm]

I go there an get no interaction. The music is eay too loud anyway. The staff mostly just talks trash about the people in the drive thru and the seating(the ones that still have seating inside) mostly consists of s long booth that everyone immediately goes for, some rickety wooden chairs, and these seats that have back rests far away from the table.

I still go there on my off days just because there's very little else to do. I can make my coffee for pennies at home but for the sake of getting out of the house, I will go there. B😐

[ayseg]

Starbucks is not a place where people interact or stay leisurely like in European cafes. For that, the paper cup would have to be eliminated. Please don’t delete my comment again. This is not an offense but an observation

[Yopiwastaken]

So he didnt "come up" w/ it lol but yes third places are very important