--- title: "Meaning & Key Takeaway of: When I first discovered in the early…" description: "\"When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place ..." image: "https://sms4smile.com/quotes/i/05e/howard-schultz-1317_america_when-i-first-discovered-in-the-early-198_1082942.png" --- # When I first discovered in the early 1980s the Italian… ![“When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an…” quote by Howard Schultz](https://sms4smile.com/quotes/i/05e/howard-schultz-1317_america_when-i-first-discovered-in-the-early-198_1082942.png) [Download](https://sms4smile.com/quotes/i/05e/howard-schultz-1317_america_when-i-first-discovered-in-the-early-198_1082942.png) [Open image](https://sms4smile.com/quotes/i/05e/howard-schultz-1317_america_when-i-first-discovered-in-the-early-198_1082942.png) > “When I first discovered in the early 1980s the Italian espresso bars in my trip to Italy, the vision was to re-create that for America - a third place that had not existed before. Starbucks re-created that in America in our own image; a place to go other than home or work. We also created an industry that did not exist: specialty coffee.” [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) ## About This Quote This interpretation was drafted with AI assistance. It is one reading of the quote, not the author's own explanation. The speaker aimed to create a communal third place and a new specialty coffee market, transforming coffee culture in America. **In simple terms:** Creating community spaces and a new coffee culture. Key Takeaway Build welcoming community hubs. Themes community innovation entrepreneurship culture change specialty coffee Mood inspirational entrepreneurial optimistic Type business cultural When to use this quote - opening coffee shops - brand building - market creation Key Concepts business strategy social spaces brand identity Questions to Reflect On - How can businesses preserve authenticity? - What makes a place a 'third place'? A Different Perspective Competition may dilute original community feel. ★ ★ ★ ★ ★ No ratings yet [America](https://sms4smile.com/quotes/about/america/) [Bars](https://sms4smile.com/quotes/about/bars/) [Coffee](https://sms4smile.com/quotes/about/coffee/) [Espresso](https://sms4smile.com/quotes/about/espresso/) [Espresso Bars](https://sms4smile.com/quotes/about/espresso-bars-2758509/) [Existed Starbucks](https://sms4smile.com/quotes/about/existed-starbucks-2758507/) [Firsts](https://sms4smile.com/quotes/about/firsts/) [Home](https://sms4smile.com/quotes/about/home/) [Industry](https://sms4smile.com/quotes/about/industry/) [Italian](https://sms4smile.com/quotes/about/italian/) [Italian Espresso](https://sms4smile.com/quotes/about/italian-espresso-2758510/) [Specialty](https://sms4smile.com/quotes/about/specialty/) [Specialty Coffee](https://sms4smile.com/quotes/about/specialty-coffee-2758511/) [Starbucks](https://sms4smile.com/quotes/about/starbucks/) [Starbucks Created](https://sms4smile.com/quotes/about/starbucks-created-2758508/) [Third place](https://sms4smile.com/quotes/about/third-place/) [Thirds](https://sms4smile.com/quotes/about/thirds/) [Vision](https://sms4smile.com/quotes/about/vision/) ## Related quotes > [I think Starbucks created a platform and, ultimately, a runway for many other companies to emulate. I suspect if we had not achieved what…](https://sms4smile.com/quotes/howard-schultz/i-think-starbucks-created-a-platform-and-ultimately-a-runway-for-many/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [I drink a lot. More or less 10 or 12 coffees a day, both typical Italian and espresso.](https://sms4smile.com/quotes/domenico-dolce/i-drink-a-lot-more-or-less-10-or-12-coffees-a-day-both-typical/) [Domenico Dolce](https://sms4smile.com/quotes/author/domenico-dolce/) > [“In reality, the church has led the way in the art of enjoyment and pleasure. New Testament scholar Ben Witherington points out that it…](https://sms4smile.com/quotes/tish-harrison-warren/in-reality-the-church-has-led-the-way-in-the-art-of-enjoyment-and/) [Tish Harrison Warren](https://sms4smile.com/quotes/author/tish-harrison-warren/) > [Customers don't always know what they want. The decline in coffee-drinking was due to the fact that most of the coffee people bought was…](https://sms4smile.com/quotes/howard-schultz/customers-don-t-always-know-what-they-want-the-decline-in-coffee/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [If Arsenal don't finish third, they might not finish in third place.](https://sms4smile.com/quotes/alvin-martin/if-arsenal-don-t-finish-third-they-might-not-finish-in-third-place/) [Alvin Martin](https://sms4smile.com/quotes/author/alvin-martin/) > [If we go back to the moon, we're guaranteed second, maybe third place because while we are spending all that money, Russia has its…](https://sms4smile.com/quotes/buzz-aldrin/if-we-go-back-to-the-moon-we-re-guaranteed-second-maybe-third-place/) [Buzz Aldrin](https://sms4smile.com/quotes/author/buzz-aldrin/) > [“A mood of constructive criticism being upon me, I propose forthwith that the method of choosing legislators now prevailing in the United States be…](https://sms4smile.com/quotes/h-l-mencken-2/a-mood-of-constructive-criticism-being-upon-me-i-propose-forthwith-2/) [H.L. Mencken](https://sms4smile.com/quotes/author/h-l-mencken-2/) > [“If we are to make the ordinary man aware of the spiritual uity out of which asll the separate activities of our civilization have…](https://sms4smile.com/quotes/christopher-henry-dawson/if-we-are-to-make-the-ordinary-man-aware-of-the-spiritual-uity-out-of/) [Christopher Henry Dawson](https://sms4smile.com/quotes/author/christopher-henry-dawson/) > [“Alex the waiter was on my Spank Naughty list in third place, right after Henry Calvill the actor, then Henry Calvill as Superman. He…](https://sms4smile.com/quotes/penny-reid/alex-the-waiter-was-on-my-spank-naughty-list-in-third-place-right/) [Penny Reid](https://sms4smile.com/quotes/author/penny-reid/) > [I think we should have more coffeehouses, more cafes, more "third places." More places where people can get together that's not work, not home,…](https://sms4smile.com/quotes/eric-weiner/i-think-we-should-have-more-coffeehouses-more-cafes-more-third-places/) [Eric Weiner](https://sms4smile.com/quotes/author/eric-weiner/) > [Of all the strange 'crimes' that human beings have legislated out of nothing, 'blasphemy' is the most amazing -- with 'obscenity' and 'indecent exposure'…](https://sms4smile.com/quotes/robert-a-heinlein/of-all-the-strange-crimes-that-human-beings-have-legislated-out-of/) [Robert A. Heinlein](https://sms4smile.com/quotes/author/robert-a-heinlein/) > [“Your cooking reminds me of a Special Olympics race. Reminds me of the time I came in third place. I should have worn a…](https://sms4smile.com/quotes/jarod-kintz/your-cooking-reminds-me-of-a-special-olympics-race-reminds-me-of-the/) [Jarod Kintz](https://sms4smile.com/quotes/author/jarod-kintz/) > [I used to think that prayer should have the first place and teaching the second. I now feel it would be truer to give…](https://sms4smile.com/quotes/james-o-fraser/i-used-to-think-that-prayer-should-have-the-first-place-and-teaching/) [James O. Fraser](https://sms4smile.com/quotes/author/james-o-fraser/) > [Sublimation of instinct is an especially conspicuous feature of cultural development; it is what makes it possible for higher psychical activities, scientific, artistic or…](https://sms4smile.com/quotes/sigmund-freud/sublimation-of-instinct-is-an-especially-conspicuous-feature-of/) [Sigmund Freud](https://sms4smile.com/quotes/author/sigmund-freud/) > [Neither should men study war with a view to the enslavement of those who do not deserve to be enslaved; but first of all…](https://sms4smile.com/quotes/aristotle/neither-should-men-study-war-with-a-view-to-the-enslavement-of-those/) [Aristotle](https://sms4smile.com/quotes/author/aristotle/) ## More by Howard Schultz > [For Starbucks, there will be no shortage of the highest-quality arabica beans. I suspect that for some others there could potentially be a problem,…](https://sms4smile.com/quotes/howard-schultz/for-starbucks-there-will-be-no-shortage-of-the-highest-quality/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [If it Captures Your Imagination, it will captivate others.](https://sms4smile.com/quotes/howard-schultz/if-it-captures-your-imagination-it-will-captivate-others/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [If you look at coffee, tea, food and juice, we think there are inherent opportunities. If you look at health bars or grab-and-go products…](https://sms4smile.com/quotes/howard-schultz/if-you-look-at-coffee-tea-food-and-juice-we-think-there-are-inherent/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [The success of the Starbucks has been based on this balance between profitability and a social conscience. Everywhere we're doing business, were trying to…](https://sms4smile.com/quotes/howard-schultz/the-success-of-the-starbucks-has-been-based-on-this-balance-between/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Companies should not have a singular view of profitability. There needs to be a balance between commerce and social responsibility... The companies that are…](https://sms4smile.com/quotes/howard-schultz/companies-should-not-have-a-singular-view-of-profitability-there/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Success is best when its shared](https://sms4smile.com/quotes/howard-schultz/success-is-best-when-its-shared/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [While their service is ending, our responsibility is just beginning!](https://sms4smile.com/quotes/howard-schultz/while-their-service-is-ending-our-responsibility-is-just-beginning/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [“Living in the same city as Microsoft, I’m only too aware that, even in low-technology businesses like coffee, the Next Big Thing could knock…](https://sms4smile.com/quotes/howard-schultz/living-in-the-same-city-as-microsoft-i-m-only-too-aware-that-even-in/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [We have a big opportunity in China. We think the number of stores here can rival the number in North America.](https://sms4smile.com/quotes/howard-schultz/we-have-a-big-opportunity-in-china-we-think-the-number-of-stores-here/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Starbucks is not an advertiser; people think we are a great marketing company, but in fact we spend very little money on marketing and…](https://sms4smile.com/quotes/howard-schultz/starbucks-is-not-an-advertiser-people-think-we-are-a-great-marketing/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [We woke up one day, and all the sudden Starbucks was in the middle of this political crossfire between the people who want to…](https://sms4smile.com/quotes/howard-schultz/we-woke-up-one-day-and-all-the-sudden-starbucks-was-in-the-middle-of/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [I'm in a different position than most CEO's. I'm a founder. I'm not a hired CEO. Now, I can be fired by the board,…](https://sms4smile.com/quotes/howard-schultz/i-m-in-a-different-position-than-most-ceo-s-i-m-a-founder-i-m-not-a/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [Profitability is a shallow goal if it doesn't have a real purpose, and the purpose has to be share the profits with others.](https://sms4smile.com/quotes/howard-schultz/profitability-is-a-shallow-goal-if-it-doesn-t-have-a-real-purpose-and/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [And with the right mentor, don't be afraid to expose your vulnerabilities. Admit you don't know what you don't know. When you acknowledge your…](https://sms4smile.com/quotes/howard-schultz/and-with-the-right-mentor-don-t-be-afraid-to-expose-your/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) > [People in Washington need to put their feet in the shoes of working Americans.](https://sms4smile.com/quotes/howard-schultz/people-in-washington-need-to-put-their-feet-in-the-shoes-of-working/) [Howard Schultz](https://sms4smile.com/quotes/author/howard-schultz/) [Explore all 252 Howard Schultz quotes ](https://sms4smile.com/quotes/author/howard-schultz/) ## More America quotes > [The costs of the Bush-Obama wars in Iraq and Afghanistan are now estimated to run as high as $4.4 trillion - a major victory…](https://sms4smile.com/quotes/noam-chomsky/the-costs-of-the-bush-obama-wars-in-iraq-and-afghanistan-are-now/) [Noam Chomsky](https://sms4smile.com/quotes/author/noam-chomsky/) > [Young men, especially in America, write to me and ask me to recommend “a course of reading.” Distrust a course of reading! People who…](https://sms4smile.com/quotes/andrew-lang/young-men-especially-in-america-write-to-me-and-ask-me-to-recommend-a/) [Andrew Lang](https://sms4smile.com/quotes/author/andrew-lang/) > [Well, The Day the Earth Caught Fire was a story... I don't if anybody knows what it is but it was about... in the…](https://sms4smile.com/quotes/val-guest/well-the-day-the-earth-caught-fire-was-a-story-i-don-t-if-anybody/) [Val Guest](https://sms4smile.com/quotes/author/val-guest/) > [So here's what I want you to know, and here's what I want all our men and women in uniform to know: Because of…](https://sms4smile.com/quotes/barack-obama/so-here-s-what-i-want-you-to-know-and-here-s-what-i-want-all-our-men/) [Barack Obama](https://sms4smile.com/quotes/author/barack-obama/) > [Today, the world looks to America for leadership. And America looks to its Corps of Marines.](https://sms4smile.com/quotes/ronald-reagan/today-the-world-looks-to-america-for-leadership-and-america-looks-to/) [Ronald Reagan](https://sms4smile.com/quotes/author/ronald-reagan/) > [The image of blacks usually is one of people who are suffering from hunger, unemployment, and poverty. The idea of them as agents and…](https://sms4smile.com/quotes/grace-lee-boggs/the-image-of-blacks-usually-is-one-of-people-who-are-suffering-from/) [Grace Lee Boggs](https://sms4smile.com/quotes/author/grace-lee-boggs/) > [ I'll smoke, I'll cough, I'll get the tumors, I'll die, deal? Thank you America. \[salutes\] ](https://sms4smile.com/quotes/bill-hicks/i-ll-smoke-i-ll-cough-i-ll-get-the-tumors-i-ll-die-deal-thank-you/) [Bill Hicks](https://sms4smile.com/quotes/author/bill-hicks/) > [America is a democracy and has no Hitler, but I am afraid for her future; there are hard times ahead for the American people,…](https://sms4smile.com/quotes/albert-einstein/america-is-a-democracy-and-has-no-hitler-but-i-am-afraid-for-her/) [Albert Einstein](https://sms4smile.com/quotes/author/albert-einstein/) > [I'm gonna bring America together.](https://sms4smile.com/quotes/donald-trump/i-m-gonna-bring-america-together/) [Donald Trump](https://sms4smile.com/quotes/author/donald-trump/) > [In the nineteenth century some parts of the world were unexplored, but there was almost no restriction on travel.:; Up to 1914 you did…](https://sms4smile.com/quotes/george-orwell/in-the-nineteenth-century-some-parts-of-the-world-were-unexplored-but/) [George Orwell](https://sms4smile.com/quotes/author/george-orwell/) > [We need a system that serves our needs, not the needs of others. Remember, under a Trump administration it's called America first. Remember that.](https://sms4smile.com/quotes/donald-trump/we-need-a-system-that-serves-our-needs-not-the-needs-of-others/) [Donald Trump](https://sms4smile.com/quotes/author/donald-trump/) > [America, you're sending girls a mixed message. On one hand, you're saying to have positive body image and love who we are; on the…](https://sms4smile.com/quotes/adora-svitak/america-you-re-sending-girls-a-mixed-message-on-one-hand-you-re/) [Adora Svitak](https://sms4smile.com/quotes/author/adora-svitak/) > [You live overseas, you see these exotic places and you want to know about them. But, weirdly, it also made me homesick for all…](https://sms4smile.com/quotes/ken-jennings/you-live-overseas-you-see-these-exotic-places-and-you-want-to-know/) [Ken Jennings](https://sms4smile.com/quotes/author/ken-jennings/) > [Freedom in every sense but primarily political sense, a rise in repression that stems from a repression of sexuality. 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