The Social Transformation of Coffee Houses: The Emergence of Chain Establishments and the Private Nature of Usage

Abstract

Ray Oldenburg (1989) developed the concept of third places as environments that offer friendship and a sense of community. However, the idealized image of the coffee house may need revision. In recent decades coffee houses have transformed from small-scale businesses to corporate-owned franchises, and with the advent of personal electronic devices many people now use them to work rather than to socialize. Using unobtrusive observation data from three independently-owned and three chain-based coffee houses in the Boston area, this research examines the ways in which modern coffee houses live up to or defy Oldenburg’s social expectations of a third place. Two key findings reveal that: 1) people increasingly use coffee houses as both a social sphere and a private zone to work, read, and use electronic devices; and 2) chain coffee houses, though often criticized for their sanitized lack of character, may better meet customers’ new third place needs by providing a wider variety of amenities (e.g., types of seating, food, and media) and free services that are in high demand (e.g., Wi-Fi).