Niccol thinks the answer is in the original Starbucks innovation of the “third place.”
“Our goal is for every coffeehouse to deliver a warm and welcoming space with a great atmosphere and a seat for every occasion,” he told employees.
The company says the new investment will prioritize stores that can be remodeled into “lingering spaces.”
Expect more ceramic mugs, softer seating, outlets and layouts designed to slow customers down rather than speed them out the door. Starbucks ended its fiscal year with roughly 18,300 locations across North America, but store growth won’t resume until 2026.
Beyond finances, the stakes are cultural. As Oldenburg argued, third places are vital to social cohesion—spaces where people of all kinds can rub shoulders. In recent years, many third places have vanished, a trend accelerated by the pandemic.
