Stealth Starbucks: Seattle-based coffee giant opening neighborhood shops in disguise
How’s this a good idea? You will still be selling the exact same things that caused customers go somewhere else in the first place.
A Seattle outlet of the 16,000-store coffee behemoth is being rebranded without visible Starbucks identifiers, as 15th Avenue Coffee and Tea.
Two other stores in Starbucks’ native Seattle will follow suit, each getting its own name to make it sound more like a neighborhood hangout, less like Big Coffee, a Starbucks official told The Seattle Times on Thursday.
“The Goliath is coming at me under a new name,” said Dan Ollis, owner of Victrola Coffee Roasters, a coffee shop on 15th Avenue in the Capitol Hill neighborhood, about a block-and-a-half from the made-over Starbucks set to open next week.
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