スタバカ日誌 - What the third places are for -

Howard Schultz, the founder of Starbucks, envisioned his specialty coffee store as a "third place" where people spend most of their time besides their home and office. So at Starbucks, customers not only sip coffee but also read a book, enjoy conversation or study. If lucky, a pretty barista passes you a sample of new coffee or food, and have a little chat.

But, not all are coming to the third place for such purposes. A young college student came in to a store the other day. He was talking on the phone (I don't know how he ordered his coffee). He kept talking for all his 1/2 hour at the store. Even when he left.

For an Asian couple, the coffee chain is merely a meeting place with a roof and aroma. A couple of days ago, an Asian girl was seated without a cup of coffee. Later, her boyfriend arrived. They didn't order anything, but talked for a while, and were gone.

Only God knows if Howie expected such visitors to his coffee stores. But, if the store doesn't welcome such people, I insist Starbucks stop playing all the Christmas songs right now but rather play some pop music like Madonna's "Hang Up" and will.i.am's "Spending Money".