Could people really tell the locally-grown produce in a blind taste test?
The new names are meant to give the stores "a community personality," said Tim Pfeiffer, senior vice president of global design. Starbucks' logo will be absent, with bags of the company's coffee and other products rebranded with the 15th Avenue Coffee and Tea name.
The changes come at a time when retailers, including Starbucks, are suffering from slower foot traffic and lower profits.
Those who can capture a sense of community and offer consumers a compelling experience will win in the long run, said Michelle Barry, senior vice president of the market-research firm Hartman Group in Bellevue. [same person quoted in linked article].
...Some local coffee-shop owners say Starbucks is appropriating their environments.
Sebastian Simsch, co-owner of Seattle Coffee Works near Pike Place Market, became frustrated last year after large groups of Starbucks employees kept crowding into his 300-square-foot store to look around.
"I thought it was funny," he said. "We're this little store, and I thought Starbucks didn't need to learn from me."
During the third group's visit, Simsch let them know what he thought.
"I said, 'If you want to buy something that's great, but just to look, that's not cool,' " he recounted. "I called the PR department and said, 'Never again.' "
They did not come back, even after he moved into a much larger store next door.
Victrola Coffee Roasters saw the Starbucks people a lot more often.
"They spent the last 12 months in our store up on 15th [Avenue] with these obnoxious folders that said, 'Observation,' " said Victrola owner Dan Ollis.
« Older Where I Write 'Fantasy & Science Fiction authors i... | The guys at Penny Arcade often... Newer »
This thread has been archived and is closed to new comments
Buy a Shirt