About

You're viewing one of 40,737 blog entries. Click here to read some more.

Other views

Recent Comments
Comments By...
Last 100 Entries
Read Chronologically
Random Entry
Random Image
View by Category
Mobile Edition


Ad

Advertise Here



Friday, 17 July, 2009

Starbucks Tries To Trick Customers

The latest attempt to take over the world: Starbucks tests new names for stores.

When is a Starbucks not a Starbucks? When it's a 15th Avenue Coffee and Tea.

The ubiquitous coffee-shop giant is dropping the household name from its 15th Avenue East store on Capitol Hill, a shop that was slated to close at one point last year but is being remodeled in Starbucks' new rustic, eco-friendly style.

It will open next week, the first of at least three remodeled Seattle-area stores that will bear the names of their neighborhoods rather than the 16,000-store chain to which they belong.

Why?

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.

In other words, they're trying to capture the "people who hate Starbucks" demographic.


Posted in General | Comments (22) | View recent posts