When Starbucks CEO Brian Niccol launched the company's "Back to Starbucks" initiative in September 2024, he wasn't just addressing declining sales, he was tapping into what Italians have always known about authentic human connection.
The plan focuses on transforming Starbucks locations back into true "third places" where genuine human interaction trumps business efficiency. This isn't innovative American corporate strategy, it's centuries-old Italian hospitality wisdom finally being brought back to market by global business leaders.
