This year alone, Starbucks has put its name on everything from instant coffee to super-premium ice cream, so it comes as a surprise that the corporate coffee titan is now moving to get rid of its name. The Seattle Times reports that the company is conducting a test to remove its ubiquitous name and mermaid logo from at least three of its Seattle stores and replace it with new names that emphasize the coffeehouses' surrounding neighborhoods. 
The first test location is slated to reopen next week bearing the new name 15th Avenue Coffee and Tea. The Starbucks corporate logo will be absent from the company's coffee and products and rebranded with the 15th Avenue Coffee and Tea name. To add to the classic coffeehouse vibe, the store will feature live music and poetry readings, a manual espresso machine, and wine and beer options.
The pilot comes at a time when large casual chains — including Starbucks — are suffering from sluggish sales and slower foot traffic. If the name change proves successful, the company may test this out in other markets. I find this step for Starbucks to be somewhat bizarre — but perhaps it's a measure that will ultimately pay off. What do you think of the move?
Source: Flickr User jimg944
Hanii Y
Fantasie
Tomster
This is idiotic. Starbucks' refusal to lower their prices is what got them into such a hole. This dumb idea is just another insult to the consumer's intelligence.
1I don't get it. Isn't the whole reason why you start a chain because people trust the name?
2I think it's horribly misleading, I feel like they are trying to jump on the ever-growing popularity of independent coffeeshops and backlash against large corporate coffee places. It's just like the whole "Seattle's Best" thing. We know it's all the same!
There's a reason we like our independent shops-- lower prices, better product, etc. Shady move.
3I'm a Seattle girl and I love Starbucks. If they start changing their name and I'm not aware that it's a rebranded store, I wouldn't stop. I like the idea of embracing their community, but there needs to be a balance between the two.
4Bad idea. They should lower their prices since their competition of expresso coffee is McDonalds now with the McCafe.
5Weird. I don't get it.
6why pull away from your branding strategy? don't companies want to build and expand their brand? gosh.. I love starbucks lattes though!
7so stupid!
8Wow.
9I can't imagine sipping merlot whilst smelling vanilla lattes and hearing the whirrrr of frappuccinos. I say, if it ain't broke, don't fix it! Love 'bucks!
10sneaky sneaky
11dumbdumbdumb lol. When I was looking at making some investments in the stock market about 5 years ago I thought automatically of them because Starbucks was everywhere. Its decisions like these that make me thankful for the fact that the PE ratio was SOOO high I crossed it off the list without thought lol.
12I think the name should be taken off the grocery store items. Give that some sort of secondary label. But always somehow imply that it is a Starbucks item. I do like the return to the hand espresso and live music. You need something to draw people in. Lowering prices won't work. They've done it for normal drinks. Drinks like my mums triple tall cap, 1 =, semi dry, non fat, were raised. For those who haven't tried the new bakery menu is sooo much better. I tried the McCafe and the coffee is truly inferior. Tastes like instant junk
that seems foolish. what the hell for?
13huh - that's really interesting. i wonder if it's a move to sell off franchises and they are setting up a few stores to be among the first to do so. that's definitely an interesting ploy to rename restaurants.
14I agree with anonymous.. that where as the idea is a good one, removing all the starbucks branding is a tad drastic, why not just personalise the chain shops instead, by giving them each names according to their community and tone down the starbucks branding... make it less obvious without actually taking the branding off completely... ilanac, I was wondering the same thing... you might as well sell of the franchises if your ridding them of the product brand!
15I'm not terribly surprised by this move. I see a lot of people complaining about Starbucks' prices but generally their product is similarly priced to the competition.Why then do people here think they're so expensive? Perception, and perception is reality. I constantly hear about the $5 cup of coffee from people who hate Starbucks. But you know what? That cup of coffee doesn't exist. You can't exactly compare a 20oz Cappuccino to a 10oz cup of black Folgers coffee at a truck stop, they're not the same product, and neither of those products is priced at $5 or anything else inordinately expensive. But talk to anyone who doesn't goto Starbucks and you'll hear the same story about the $5 cup of coffee while they goto Dunkin' Donuts or McDonalds or Sonics to get a 20oz Mocha that costs the same amount as it would at said Starbucks and you get the idea. Guess everyone is convinced that Starbucks is such an evil, evil company for paying their a decent wage and offering health care and other benefits to part time to ensure they keep good quality works. Oh, evil, evil corporation. ;p
16I prefer to brew my own at home. I save money, time and I get a safer, better quality!
17bartSucks Starbucks.
18Ridiculous! As a former "partner" the idea is just stupid. You either go BECAUSE it is Starbucks or you go because it ISN'T. As far as the comments about heathcare, etc..maybe they didn't promote the fact that after the initial store closures and "re-organization" they had two more rounds where entire layers of employees were laid off, not ALLOWED to reapply for even a barista position and given the option of high COBRA or not. The $5 cup of coffee does exist if you add extra shots and syrups, and do we really need this stuff? Why not ask what they do to ensure the health of the animals upon whose product they so desperately depend on? (That would be the cows for those of you who are a little slow today) I can tell you with assuredness, since I did ask while employed, the answer is NOTHING.
19im a seattle girl and ive been loyal starbucks since i was 13. i try not to be a girl of labels but living in a city with indie cafes galore, sometimes i just need my paper starbucks cup. im not happy about taking away the label and the logo; it'ill be just like all the other cafes.
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