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.
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.