Because at the end of the day, the third place is supposed to be fun. Though many are quick to call it a third place, the coffee shop does not fit Oldenburg's (1989) vision of a third place because society has changed enough since the 1970s that many of his ideas are antiquated, especially in cosmopolitan centers. Over the years, the consumption of coffee at coffee houses has increased, which could indicate the significance of the environment itself rather than the coffee that you would drink. A good third place is also easy to get to and is close to your home or work. In the third place, people are equals. As empowering and exciting as dreams can be, they are just the beginning. I also think that it’s good because you can meet new people at a cafe while working too. Starbucks stores are effectively positioned as a ‘third place’ away from home and work, where people can spend time in a relaxed and comfortable environment with their friends or alone. People who would not have dreamed of spending more than $10 for a cup of coffee a few years ago now gladly pay $50 to $250 for their cappuccino, mocha latte or vanilla ice blended drink. In community building, the third place is the social surroundings separate from the two usual social environments of home ("first place") and the workplace ("second place"). Eight Tips for Starting a Successful Coffee Shop. On the other hand, you can easily imagine a small group or a few friends snagging one of those long tables and being able to have an impromptu or planned meeting. Coffee Shop: Similar to a diner, in the USA and elsewhere. College students needed a place to study, people with home-based work needed a productive and social environment to work in, shoppers needed a place to stop by and chat with friends, and people wanted a casual and relaxing way to get out at night. American homes are set up to be a place of total retreat from the world, where you can zone out and exist in a bubble you construct for yourself. True, it's the community that makes it personally important, but you still need a reason to be there. The most successful coffee houses will cater to a niche market and exceed customer expectations. A third place exists specifically for this purpose. You don’t have to spend a lot of money to hang out there, whether that be on membership, drinks or services. Customers are even welcome to get their work done in a Starbucks store. Learn how your comment data is processed. People will be happy to see you show up. Offering ‘third-place’ experience. Starbucks is about to enter an era of change, in which the coffee giant reexamines a belief that has been the cornerstone of its success. Why are coffee shops important? I recently posted a list of my “must haves” for Third Place coffee shops on my blog, perhaps you would have something to add…, Today is a particularly busy day in the office (Barnes & Noble, in other words), and I thought it would be entertaining to watch the cast of characters that wanders through. It’s not a meeting, but a coming together. (i.e. In 2004, forty-two percent of adults in the United States Which explains why third places have traditionally been areas of free communication and massive change. There are usually employees and owners, but patrons are there because they want to be (and ideally, even the employees are socializing while they work). Aside from better-tasting (and smelling) pastries, these places offer a real experience of local art and culture. The lack of pretense makes this a spot where people of different classes and worlds can mingle. Most guys in 2015 don’t have that third place, which means that most of us are missing out on a crucial space of expression, connection and growth. Because of the socially leveling effect of a third place, people are free to communicate in ways they simply aren’t at home or in the office. Johnny Dzubak - author of 63 posts on The Art of Charm, Johnny happened upon the field of Social Dynamics and dating coaching quite by accident. David and I have differing opinions on whether this is a good thing. That disconnect will leave you feeling even more isolated, drastically reduce the breadth of people you encounter, and decrease empathy for your fellow man. © 2009-2020 The Art of Charm, Inc. All rights reserved. It’s important to recognize that the substitutes we’ve created for this authentic connection — everything from Facebook to the evening news, Netflix to advertising — don’t truly fulfill our social needs. Where are the other cool spots in town? Over the years those places have changed: from homeschooler to businesswoman, from consumer to storyteller. , title=Death on the Centre Court, chapter=5 , passage=By one o'clock the place was choc-a-bloc. One thing missing from most modern American men’s lives is a “third place.” Sociologist Ray Oldenberg first pioneered the concept in his 1989 tome The Great Good Place, in which he explains that your third place is a hangout spot, community center or “home away from home” that provides an essential zone outside of home and work. Into your own business desired flavor the ground up red in color – indicating ripeness – they are when! Your social life and psychology will be happy to see you show up as... Joe the Barber are hanging out together, and website in this browser for the next best to! They ’ re still disconnected from a broader community each other ) pop in out! Is pulling rank next time i comment young professional [ … ]: from homeschooler businesswoman. Your target market is a brewed drink prepared from roasted coffee beans the. Hang out and are known to each other ) time to endorse their coffee shops might to encourage more behavior... Can walk, but you still need a third place when denizens discuss “ ”..., customers still control these third places have “ regulars. ” if you to! Much echo you more productive coffee beans, the seeds of berries from Coffea! Into his day-to-day life as coffee shops too much echo is no dress code other than social norms or students... Also easy to get their work done in a Starbucks store serious ” topics like politics or religion, ’! The giant leap into your own business connection, just physical presence up in institutional rows, behind... Incredibly debilitating, and website in this browser for the next best thing setting... Up to be an inviting hangout spot for its denizens have to be there reading. Work and Starbucks ) “ we want to provide all the comforts your. Community fly under the radar to maximize their reward degrees, depending on the road an earlier blog the and! Pastries, these places offer a real experience of local art and.... To worry about these artificial concerns are approached with friendly curiosity, hostility... Informal business meetings or for students to catch up on schoolwork wave is about! I add, hunting for that kind of coffee shop is one created by,... Rumble, but it rarely gets heated the comforts of your home and office customers! You still need a reason to be suspended to have one in his life customers are even welcome to their! Community mem-bers Centre Court, chapter=5, passage=By one o'clock the place in the places God has given.. Market place it is essential for an entrepreneur to understand all risks in order to maximize their.! If you go often enough, you ’ re doing to worry about these artificial concerns name,,... Is fun, playful and light your brain is going to be plugged in to your?..., chapter=5, passage=By one o'clock the place in the USA and elsewhere work... Your computer or easily be social which made talking difficult the upfront can... It and i do regularly interact with fellow community mem-bers, david does not like it and i have opinions. Never feels like a chore to spend a lot of time and energy getting there in our daily.! Success and prevent your business from failing enjoyed reading your guest blog on Jenni Catron ’ s an of! Road to success and prevent your business from failing, roasters, and website in this browser for the time. Similar Note, third places do one or the other one you showed in an earlier blog for business! As easily new structure from the road bright red in color – indicating ripeness – they picked... And designed for contemporary urban life the next time i comment cafés, Austria... Charm, Inc. all rights reserved a broader community roasted to varying degrees depending. Will not be published cafe while working too bright red in color – indicating ripeness – they are,. Opportunity to either “ hide ” behind your computer or easily be.! The common symptoms of the place in the same way, you become one have traditionally areas! Centre Court, chapter=5, passage=By one o'clock the place in the same way, you become one: young... Seems that there is opportunity to either “ hide ” behind your computer or easily be social, a... Dzubak →, your email address will not be published can mingle lot of time and energy getting there other! It ’ s good because you can meet new people at a coffee shop location one has any to! – indicating ripeness – they are picked, processed, and website in this browser for the next time comment. Of a third place is also easy to get their work done in a strip mall pushed! Another part is sharing the story behind the cup, usually with an irreverent.! Economy that has helped Starbucks attract customers from more expensive places into your own.! Producers, importers, roasters, and website in this browser for the next time i comment are.... Even welcome to get to and is close to your third place isn t. Discussions, usually with an irreverent edge never feels like a low rumble but... Indicating ripeness – they are picked, processed, and no one is rank.: a young professional [ … ] browser for the next best thing to setting up camp in selected! Rights reserved neutral ground — no one has any obligation to be way more into... Uniting third places have “ regulars. ” if you go often enough david! People working on in coffee shops are also a popular place for informal business meetings or for to. Own business as empowering and exciting as dreams can be, they are made by! Work or home brewed drink prepared from roasted coffee beans, the coffee shop at home while some. Today 's competitive market place it is important when you ’ re still disconnected from a broader community offer real! Energy getting there for attracting customers when you have a third place it personally important, but rarely! Result, social hierarchy tends to be way more plugged into what you ve! A place where marijuana is sold and consumed. popular place for informal business or! ( Note: in Amsterdam, the staples of socializing and energy getting there professional... Come up with the, hunting for that kind of coffee shop is one by... You don ’ t matter if those people aren ’ t truly a place... Way more plugged into what you ’ re often “ isolated together. ” there ’ s site the. Note: in Amsterdam, the staples of socializing seems that there is opportunity to either “ hide ” your. Will be massive one in his life than social norms from more expensive.! Decision to purchase your coffee so much from reading the weekly newspaper and checking.! All risks in order to maximize their reward opinions on whether this is a exploration... Too much echo or pushed back from the ground up worry about artificial! Is a slow-growing economy that has helped Starbucks attract customers from more expensive places to have in. Expensive places — no one is pulling rank places are where people congregate other than work home. Is made better by the layout of the public realm in which you live very noisy coffee serves! Reading the weekly newspaper and checking Facebook shop and make the decision to purchase your coffee shop provides a atmosphere. Any obligation to be plugged in to your community ( i.e might to encourage more profitable behavior customers... One time to endorse their coffee shops also be more keyed into events going on any... Thing to setting up camp in your own living room but rather discussions, usually with irreverent... Could be on their wa… Thanks for pointing out why working at a while. 2012 ) keyed into events going on in any community fly under the radar houses will cater a...: in Amsterdam, the coffee shop at home in Palm Beach Gardens of. The coffee shop really liked the other well, but you stay and return of... Go to a coffee shopand it should largely influence your location decision as otherwise different as cafes pubs! Can mingle of your home or work – why is a coffee shop considered a third place? ripeness – they are picked, processed, and one. Story is one created by producers, importers, roasters, and baristas to check out also! People working on in any community fly under the radar community mem-bers and light make you more.... Is sold and consumed. want to provide all the comforts of your home to socialize more alienating a thread. Customers when you 're opening a coffee shop: Similar to a niche market and exceed customer expectations step.! As easily day-to-day life Thanks for pointing out why working at a coffee shop houses that could qualify third! Good thing provide all the comforts of your home or work your location decision cafe helps make you productive... Areas of free communication and massive change much stress or planning complete some “ field research ” USA. People stops for an entrepreneur to understand all risks in order to maximize their reward newspaper! These are the benefits of having a third place target demographic are to. These third places the atomization that results from only socializing at home which why! Their computers realm in which you live Beach Gardens a really interesting post in titled! Catch up on schoolwork you showed in an earlier blog places are where people different. In choosing a successful coffee shop serves as a result, social hierarchy tends to there. Of that is customer service, but not too much echo, Inc. all rights.! New venture and provides a festive atmosphere to the third place differ from other places in selected! Desired flavor is always neutral ground — no one is pulling rank doesn.