Member-only story
If Starbucks Wants to Reclaim the Third Space, It Needs to Stop Selling Mid-Level Coffee
“Too fancy to be basic, too basic to be fancy”
Anthony Bourdain wrote in Kitchen Confidential that “when business drops, or fails to improve (the owner) panics, starts looking for the quick fix…tinkering with concept, menu, various marketing schemes.”
I was reminded of this when I read The Medium Newsletter’s recent post about how Starbucks intends to reclaim the third space. Starbucks’ sales have been plummeting for a while now, and last quarter was their worst since the pandemic.
They have been called a victim of their own success. They may have introduced the world to better coffee, but were promptly surpassed by the third-wave coffee movement. That movement is now a major competitor.
According to many industry experts, Starbucks could be doomed. So they’re doing exactly what Bourdain said and are making changes.
CEO Brian Nicool thinks he can turn this ship around by becoming a community hub. A third place — somewhere that isn’t home (the first place), school or work (second places) but somewhere people can socialise, build community, and foster creative intention. A place for everyone, regardless of socio-economic status, political views, age, race, or job.
