Latest / Building Brands with Fexingo: Identity, Reputation, and Long-Term Business Equity
How Starbucks Built a Brand on the Third Place
In this episode of Building Brands with Fexingo, Lucas and Luna explore how Starbucks transformed coffee from a commodity into an experience by creating the 'third place' — a space between home and work. They trace the brand's origins from Howard Schultz's 1983 Milan trip to the global chain's recent challenges in 2026, including store redesigns and mobile order bottlenecks. Key insights include why Starbucks pays premium rent, how it used real estate to signal quality, and why the third place concept is now under pressure from drive-thru and delivery. A concrete look…
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