There was a time, back in the mid-2010s, when Starbucks was in its prime. It was an era characterized by handwritten notes on cups, signature purple chairs, and coffee houses teeming with people sitting down to enjoy a morning pick-me-up. Starbucks CEO Brian Niccol wants to revive that era—starting by adding hundreds of thousands of chairs back into its stores.

“When it’s truly a third place, I think that’s our point of difference,” Niccol told audiences at the Fast Company Innovation Festival on September 16. “It’s why people fell in love with Starbucks. It’s why I fell in love with Starbucks 20 years ago.”

Since those early days, Niccol added, Starbucks has become “very transactional.” Post-pandemic, the company’s business model has been increasingly focused on mobile ordering; a syste

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