The case discusses the evolution of US-based coffee café chain, Starbucks Corporation (Starbucks), into a ‘third place’ where people could enjoy and spend quality time. Inspired by Italian culture, Howard Schultz (Schultz), the CEO of the company, developed Starbucks into a perfect ‘third place’. From training its employees and maintaining an attractive ambience to offering world-class products, Starbucks did everything to attract customers and succeeded in doing so. The company built a team of the right people, addressing them as ‘partners’. The culture, values, and best practices of the company were communicated to all the employees, and the employees’ ideas were also considered and shared. Each barista had to undergo training of 24 hours during which he/she was taught about basic retail, customer service, all about coffee, and how to brew a perfect cup of coffee. The interiors and ambience were also welcoming and made customers comfortable.

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