‘It’s never just coffee,’ says Starbucks. That’s true, but the joe still matters

“As we reintroduce Starbucks to the world as the community coffeehouse, our new Canadian campaign shines a light on returning to our roots with a celebration of coffee and connection and our commitment to creating a welcoming space where people gather and feel like they belong.”

There’s a lot to unpack. First, the “reintroduction.” It’s not a relaunch, repositioning, rebrand, refresh, or evolution. It sounds like a course correction, a brand finding its way back to its soul.

Then there’s the “community coffeehouse.” That’s clarity. Unlike Indigo, which has described itself as a bookstore, a booklover’s store, and a cultural department store, Starbucks is sticking to its roots. It’s saying what it is.

Then comes the three-legged stool:

• A celebration of coffee
• A celebration of connection
• A commitment to creating a welcoming space

I’ve read most of Howard Schultz’s books. While they focus on leadership and management, they all stem from his 1983 visit to Milan—his aha moment—where a doppio macchiato sparked his appreciation for the ritual of coffee. The coffee and the experience of having it made by someone who cares, were always a source of emotional value.

In Onward, Schultz writes: “Our partners’ attitude and actions have such great potential to make our customers feel something… Delighted, maybe. Or tickled. Special. Grateful. Connected.”

That’s where the real emotional connection lies: in everyday interactions between Starbucks’ partners and their customers. Emotional connection is indeed the value proposition, but it flows from pride, purpose, and people who care deeply about what they serve and how they serve it.

Which brings us to the new Canadian campaign: “It’s never just coffee.”

It’s simple, warm, and beautifully produced. It captures place, ritual, and connection. It reminds us that Starbucks is the community coffeehouse.

But here’s the constructive criticism: the campaign leans heavily on dramatising “third-place " narratives but forgets the one ingredient that differentiates Starbucks: exceptional coffee made by people who care.

Yes, the “Extra Mile” film about Princess Chloe shows a barista writing a personalised note. But we don’t see that barista preparing coffee. The campaign orbits the café’s emotional and social sphere without landing on the product at its centre.

Here’s the crux: the higher Starbucks climbs the experience ladder, from product features to emotional connections, the more it risks drifting from what customers pay for, which is a superior coffee experience.

That’s the differentiator. There are other “third places,” and let’s be honest—a Starbucks kiosk in a grocery store or a highway drive-thru is hardly cosy—so the brand must anchor itself in what it does best: serving exceptional coffee.

Brands thrive when they balance experience with a strong foundation in their core offering. For Starbucks, reclaiming its coffee expertise isn’t just nostalgic, it’s strategic. The further the experience stretches, the more it must remain rooted in the barista’s craft.

Returning Starbucks to growth may mean returning to what made it special: selling superior coffee, made by great people, in places people want to return to.

Emotional storytelling is powerful. But the coffee and those who prepare and serve it justify the premium.

Éric Blais is president of Headspace Marketing, a consultancy that helps marketers build brands in Quebec. He can be reached at feedback@headspacemarketing.com.