Name That Starbucks
When is a Starbucks not a Starbucks? How about when the company changes
the name of the store and remodels it to give it more of neighborhood feel?
According to a report by The Seattle Times,
the coffee giant is opening three stores in the Seattle area with nary
a mention of Starbucks in the store or on product packaging. A test store
on 15th Avenue East will open as 15th Avenue Coffee and Tea.
Tim Pfeiffer, senior vice president of global
design, said the name change is intended to give stores “a community personality.”
The store will serve wine and beer in addition to coffee
and tea. It will also host live music and poetry along the line of traditional
Michelle Barry, senior vice president of the
Hartman Group, said Starbucks was looking to provide a compelling customer
experience. “It’s not about nostalgia per se, but more about telling a
story and reappropriating some things from the past and re-imagining them
in a new environment,” she told the paper.
Questions: What do you think about Starbucks’ attempt to present “a
community personality” with its new store test? Is the chain
acknowledging that it has brand image