How We Made People Stop Going to Starbucks

Starbucks has always owned the idea of the “third place”…not home, not work, but that in-between space where you feel comfortable. As more people started bringing Starbucks into their own kitchens, the question became: does that feeling still hold up outside the café?

The strategy was to show that the experience isn’t about the four walls. It’s about the craft. As Associate Creative Director and writer, I helped lead Our Place or Yours across TV, print, digital, and an online hub.

The goal wasn’t to replace the café. It was to extend it and remind people that the ritual travels with them.