The New Loyalty Strategy: Building Your Brand’s Third Space

Let’s start with a truth: loyalty is emotional. We don’t keep showing up to places just because the points program is generous. We show up because something about the space, or the people in it, makes us feel seen.

That’s why the concept of the "third space" is having a moment.

A third space is anywhere that isn’t work or home. It’s the in-between, the place where identity gets expressed, relationships get built, and routine gets softened by something human. Think of it as the emotional real estate your brand occupies in someone’s life.

Post-pandemic, third spaces are harder to find. People are working from home. Cities are more expensive (and people have moved further away). Screens are louder. And there’s a growing realization surfacing everywhere from TikTok commentary to think pieces that people, and Americans specifically, don’t have enough public or communal space where they can simply exist in a community. 

In Europe, the third space is often baked into the culture with sidewalk cafes, public parks, and town squares. In the U.S., it’s more fragmented and often more transactional. That’s where restaurants, cafés, hotels, and hospitality groups have a rare opportunity not just to sell something but to become something. A chance to become a constant, a connector, a place people claim as part of who they are.

What it looks like in practice: Some of the most compelling examples right now aren’t necessarily the biggest names, but the ones doing the work of community-building. From local brands like Gjusta in LA or Other Half Brewing in Brooklyn, to hospitality-forward concepts like The Wing's earlier model or Detroit’s The Congregation, the thread is the same: they offer more than a service. They offer a sense of rhythm and return. Not just great coffee or beautiful design, but consistency, memory, and space for people to be themselves, and a space people want to talk about loving. That’s where belonging starts.

Third spaces aren’t always obvious. They’re felt more than they’re seen. It could be a playlist that never misses. A host who remembers your name. A content series that gives you a reason to engage between visits. A wine night that turns into a tradition. A morning ritual that becomes culture.

Why this matters right now: Hospitality brands are competing in a saturated attention economy. And customer expectations are higher than ever. What gets remembered isn’t always what was served; it’s how someone felt while they were there. Third spaces create stickiness. They build emotional recall. And they offer a level of differentiation that can’t be copied by competitors.

For operators, the third space isn’t just a design choice. It’s a strategy. It turns your brand into a destination.

That shift changes how we think about value. In traditional restaurant models, success often meant turning tables quickly. But third spaces flip that idea. The goal isn’t to move people out, it’s to make them want to stay, to linger, and to return not just for the food, but for how the space makes them feel.

We’re seeing business this take shape in new membership-based hospitality concepts like Flyfish Club and Moss in NYC that offer exclusivity along with places to linger and belong. The food becomes a part of the moment, not the primary driver. These places are less about access to a menu and more about access to a mindset. They offer belonging, atmosphere, and connection as the product itself. And while those are high-profile examples, the principle holds true at any scale: when guests stay longer, connect deeper, and show up more often, loyalty follows.

So how do you build one? Here’s where we start:

• Make room for ritual. Regular touchpoints that create rhythm. Weekly specials. Recurring community events. Familiar playlists. Anything that builds cadence and comfort.

• Don’t just market, invite. Extend your voice across digital channels in a way that feels like community, not just commentary. Find your people and have them evangelize for your brand. Offer referral rewards for customers who bring in people they know. Not just influencers on the internet. 

• Design for conversation. Give people a reason to stay. That could mean communal tables, slow-service moments, or nooks that foster connection. Setup spaces for people to have 

• Let your team be the culture. Train less for control, more for consistency. Tone matters. Empower people to engage like humans.

One more thing. The third space isn’t just for guests. It matters to your team, too. When staff feel like they belong, like they’re contributing to something meaningful, they show up differently. The energy shifts. Culture becomes contagious.

The takeaway: This isn’t about doing more. It’s about doing what matters. Every brand has the potential to become a third space. The question is whether you’re willing to build for that kind of loyalty.

Not louder. Just more human. That’s the opportunity.