Would you like an NFT with your Salted Caramel Mocha? That’s a question you might get used to in the future, as the biggest American coffeehouse company gets ready to enter Web 3.0 and is eager to offer their customers a ‘Third Place’ – somewhere between home and work, where you feel like you belong while getting your hands on your favorite coffee.
Starbucks (NASDAQ:SBUX) in #Web3 https://t.co/BSiqL8tJCMA mindset rather than a physical place— Johnny_KuCoin (@lyu_johnny) May 5, 2022
The community-based ‘Third Place’ will try to find ways to reconnect and build new communities. According to Starbucks CEO Howard Schultz, the post-pandemic phase that the world is currently living in, is the perfect time to rebuild lost connections. However, there’s a clear shift in concept. Rather than just a physical place, the ‘Third Place’ is a mindstate – ‘a feeling of connection and belonging’, as explained by Brady Brewer, the Chief Marketing Officer for Starbucks.
The ‘Third Place’ is entering Web 3.0 as an environmentally sustainable platform, but haven’t disclosed which blockchain technology will be used. The NFTs will serve two purposes – one of them is unique collectibles. The other purpose of Starbucks NFTs is an access pass that will unlock exclusive benefits and special experiences for the customers. The first Starbucks NFT collection is said to be coffee art themed, telling a story which a lot of coffee lovers should find exciting.
Starbucks is ready for a tech-savvy entrance into the NFT world
Despite lacking more in-depth details about the upcoming NFT collection, it seems like Starbucks have studied the blockchain technology and won’t make the same mistakes like companies, who are quick to jump on the NFT train, but don’t have a long term plan of NFT integration into their business models. Adam Brotman, the creator of Starbucks Order & Pay, is advising on the new project.
Starbucks has already seen success in tech adoption, as the Starbucks Order & Pay app is the 2nd most popular payment app in the US, falling only to Apple (NASDAQ:AAPL) Pay. The Starbucks Digital Community Web3 is bound to see the light of day by the end of this year.
