I meant to blog about this Starbucks un-branding story when I read about it last year, but totally forgot until my mate Toby reminded me about it yesterday, so now seems like a good time.

The long and short of it is that Starbucks is going to pick a few select outlets and un-brand them in order to create coffee shops with a more old fashioned and local feel. If this test is successful, they will then roll it out to other sites. Some people have described this move as a demonstration of a business being mindful of what their consumers want, but in my mind is proves what a cynical and aggressive brand Starbucks has become, and to be frank it pisses me off.

How Starbucks started as a business is a million miles away from where they are now. Originally a one off shop in Seattle’s Pike Place Market that sold artisan coffees and equipment, it didn’t become the phenomenon that it is today until it was sold to an entrepreneur called Howard Schultz in 1987. Famously in the 90s, Starbucks opened a new store every working weekday, and this pace was maintained well into the noughties.

As a result, for many Starbucks has become the ugly face of globalisation, and the site of protesters camped outside whenever they roll out yet another identical, anodyne store, a familiar one. This, along with the proliferation of all the other high street coffee chains all vying for our business, seems to have kick started a healthy trend for more traditional, independent coffee shops.

Unlike their chain gang counterparts, these shops place the emphasis on quality and ambiance over quantity and branding. A couple of great examples of the sort of place I’m talking about are The Scandinavian Kitchen and the recently opened Kaffiene that are down the road from where I work. These cafes are different, have a personality all of their own, and are a nice place to spend time. You don’t feel like you’re having a ‘vision’ thrust down your throat when you’re in there, and shock horror, they also serve up a decent cup of coffee. Not a hazelnut syrup or ’squirty’ cream canister in site.

Not surprisingly, disillusioned people have begun to migrate from the chains to seek refuge and good coffee in these independent shops. After all, if you’ve got half a brain and some taste buds why wouldn’t you? This has obviously been noted by the business bods and money grubbing analysts over at Starbucks, and they now want to get a slice of the ’slow coffee’ action. Their plan? To open ’stealth stores’ that imitate the increasingly popular indie coffee shops that have been set up as an antidote and alternative to their own brand.

With the buying power, financial backing and clout of a company like Starbucks, these fucks (I’m sorry, but in my opinion they are) will be able to open a raft of these imitation indies much faster than any start up business, either by turning existing stores or buying up prime real estate. They will no doubt clumsily flood the market with their interpretation, and in the process fool thousands of consumers into believeing that they’re having an experience that they’re not.

So how long before the idea of an indie coffee shop becomes as ubiquitous as your friendly neigbourhood Starbucks and the real indies are forced out of the marketplace? Who knows. And you never know, maybe consumers will smell the fat corporate rat and vote with their feet. I certainly hope so.

Rant over.

Tags: branding, business, Coffee, cynical, shops, Starbucks, UK, Un-branding, US

This entry was posted on Tuesday, January 19th, 2010 at 9:42 pm and is filed under General, Opinion, Reading. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.