Thursday, July 16, 2009

STARBUCKS TO "UN-CHAIN" ITSELF?


Starbucks tests new names for stores


Today, the Seattle Times broke a story about Starbucks renaming at least three stores in the Seattle market WITHOUT the Strabucks name or logo. I thought this was interesting and looks like they are attempting to "un-chain" themselves--they are a 16,000 unit coffee giant afterall.
Starbucks tests new names for stores

Next week, the first of at least three remodeled Seattle-area Starbucks stores will bear the name of its neighborhood rather than the 16,000-store chain to which it belongs.
By Melissa Allison
Seattle Times business reporter
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.
click here to read the whole story:

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