Recap Session #2: Starbucks – More Than Just Coffee

Our brand analysis series of leading U.S. companies continued with Starbucks — and the conversation quickly revealed that Starbucks is not in the business of just selling coffee.

The key theme was “the Third Place.” Starbucks has long positioned itself as more than a café: it’s a community space between home and work. Now, with its “Back to Starbucks” strategy, the company is doubling down on reclaiming that role, while simultaneously building one of the most advanced digital ecosystems in retail.

During the session, we asked: