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Starbucks Renames Several Stores

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

pinkpalmtree17 pinkpalmtree17 8 years
im 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.
davie-k davie-k 8 years
I 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!
ilanac13 ilanac13 8 years
huh - 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.
clew001 clew001 8 years
that seems foolish. what the hell for?
kia kia 8 years
sneaky sneaky
Daisy-Duke Daisy-Duke 8 years
I 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!
Love-and-Sex Love-and-Sex 8 years
mannylove mannylove 8 years
so stupid!
brilliance13 brilliance13 8 years
why pull away from your branding strategy? don't companies want to build and expand their brand? gosh.. I love starbucks lattes though!
CoconutPie CoconutPie 8 years
Weird. I don't get it. :?
wolfjinx25 wolfjinx25 8 years
Bad idea. They should lower their prices since their competition of expresso coffee is McDonalds now with the McCafe.
PrincessLtrain PrincessLtrain 8 years
I'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.
TidalWave TidalWave 8 years
I don't get it. Isn't the whole reason why you start a chain because people trust the name?
fleurfairy fleurfairy 8 years
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.
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