MAX EDITORIAL

THE EMERGENCE OF COFFEE AS A SOCIAL RITUAL
Starbucks is more than just a coffee chain; it is an intrinsic part of modern global culture, a symbol of social consumerism that transcends the simple act of drinking coffee. The key to the success of this global giant lies in the way it has managed to transform the simple act of drinking a coffee into a social ritual deeply rooted in the daily lives of millions of people around the world. To understand Starbucks' impact, it is essential to analyze how the company has managed to transform an ordinary beverage into a unique experience, something that represents not just consumption, but a culture, an identity, a need.
Starbucks' journey to build this ritual began in the final decades of the 20th century, a period in which coffee was no longer just a drink and was beginning to consolidate itself as a cultural experience. The concept of "coffee culture" existed, but it was far from being as present in society as it is today. In the United States, until the 1970s and 1980s, coffee was seen as a functional beverage, consumed for its ability to keep people alert, or as a comforting drink in the morning. For many, coffee was little more than an everyday product, a cheap substitute for other drinks.
It was in this scenario that, in 1971, three entrepreneurs — Jerry Baldwin, Zev Siegl and Gordon Bowker — opened the first Starbucks store in Seattle, Washington, selling high-quality coffee beans. Starbucks was not founded as a social ritual, but rather as a way to offer superior coffee, which was rare in the American market at the time. Their initial mission was simple: to offer high-quality beans and coffee, something that was different from the industrialized and impersonal coffee that dominated traditional coffee shops.
In the 1980s, a man named Howard Schultz joined Starbucks, initially as director of retail operations and marketing. He saw the potential to transform the coffee experience into something more meaningful. During a trip to Milan, Italy, Schultz had an epiphany. He walked into an Italian coffee shop and observed an intriguing cultural phenomenon: Italian coffee shops were places where people didn't just drink coffee, but also gathered, talked, spent time together, and interacted socially. Coffee wasn't just a beverage, it was a means of social connection. The coffee shop wasn't just a place to drink, it was a place to meet.
Upon returning to Seattle, Schultz proposed the idea of transforming Starbucks stores into places that were more than just coffee shops, but rather social gathering spaces. He wanted to create an environment where customers could feel welcomed, comfortable and part of a cultural experience. Starbucks began to implement this change, transforming its stores into modern and welcoming environments, with sofas, wooden tables and an intimate atmosphere.
This movement toward a "third place" — a space that is neither home nor work, but a place where people can take refuge, socialize, or even work — was one of the pillars of the construction of the social ritual around coffee. For many, coffee shops have become places for socializing, leisure and even productivity. Coffee was becoming more than a drink — it was an excuse to take a break from everyday life, to relax and connect with others.
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STARBUCKS: HOW THE COMPANY CREATED A SOCIAL RITUAL AROUND COFFEE

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