Commerce pivot story / founded 1971
Starbucks pivot story
Coffee beans and equipment became the third place.
Coffee beans -> cafe culture
Before
Selling roasted coffee beans, tea, and equipment.
to
After
Coffeehouses and espresso drinks.
The pivot story
Starbucks originally sold beans, not cafe experiences. Inspired by Italian espresso bars, it shifted toward serving drinks in stores.
Why it worked
It transformed coffee from a grocery item into a daily ritual and social space.
Known for
Coffeehouses
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