Is Starbucks a draw?

Card from Five Arrows Langauge School

fivearrows.ca Website - Retrieved 20120707

The first Starbucks locations outside the US were in Vancouver, and now over 20 years later Starbucks is well entrenched in the psyche of people in Vancouver.

This language school if offering its classes at Starbucks locations. Does that make sense?

I think that it does. Even if the students have never been in that particular Starbucks before, they are familiar with the concept. And Starbucks locations are a neutral middle ground, one reason why they are favoured as a locations for business meeting by hosts of freelancers. (And lots of interviews and blind dates.)

This really is the epitome of the "third place" that Starbucks tries to be. (Neither home nor work.) I wonder if this really helps Starbucks business or if the firm even tries to measure the impact of something like this? What is that line? If you can't measure it, you can't manage it?