"If you think about what occurs within a Starbucks store, I think we've known for a long time now that Starbucks is more than just a wonderful cup of coffee. It's the experience. And the experience is defined by what we have characterized for a long time as Starbucks really becoming this "Third Place" between home and work -- an extension of people's front porch, or people's home office."
"We're now the "Third Place." The physical environment has become as important as anything we do, including the coffee. The environment and the experience is the brand. It's a very important distinction that people use our stores all over the world as an extension of their daily lives, and sometimes the coffee is subordinate to that."
[Howard Schultz, CEO, Starbucks; from an interview Schultz is doing with Fast Company Magazine (the interview is a facinating read on where Starbucks is headed, why, and how)]
It amazes me how Starbucks understands people's need for community, people's need to connect and belong. There's more to life and the product. There's no doubt they're in it for the $, but there's something to be learned by them.
The Third Place is something spiritual communities need to understand and nurture better, especially since a sense of belonging has been the heritiage of the church since inception - hospitality its trade mark.
Looking for a vivid example? From what I know, The Freeway is probably trying the most at living this out, and seem to be doing a great job (though i've never been in person... one day).
I think for the last 5 years the humble draw of the Gathering Cafe has been about a place to connect, be real and yet be relaxed.
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