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. (more…)
