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Is Your Independent Local Coffee Shop Really a Starbucks?

by: Jill Richardson

Sat Aug 15, 2009 at 08:54:15 AM PDT


This says it all:

In one of the more brazen attempts by a corporation to disguise itself as a locally owned business, Starbucks is un-branding at least three of its Seattle outlets. The first of these conversions, just reopened after extensive remodeling, is called 15th Avenue Coffee and Tea. All of the signage and product labels bear this new name. The Starbucks corporate logo is nowhere to be seen.

The corporate co-option of "local" is not new. Lays Potato Chips made the news by attempting to brand its chips as local. After all... every one of the potatoes were grown somewhere, right? They are all local to somewhere. Other large chains (Whole Foods, for example) have fake farmers markets in their parking lots. But Starbucks is going several steps further in this new attempt to unbrand its stores. This is the opposite of the "We proudly brew Starbucks coffee" label that you see in hotels and restaurants around the country. This strikes me as particularly dishonest and misleading, as they are attempting to gain the business of people who specifically wish to support local, independent businesses instead of buying from Starbucks.

Jill Richardson :: Is Your Independent Local Coffee Shop Really a Starbucks?
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Time for a list? (4.00 / 4)
Heh, let's take note of every time one of these opens anywhere...

Database!

Seriously, that sucks.  If these spread further, I wonder if it would be able to catch them by the bags of coffee for sale or behind the counter.  Do they leave them out there?  Or would they even put the coffee in new bags or sacks?  I've never been to a Starbucks, lol.  I don't know how they look either way!  

Which isn't to say I've never drank bad coffee, I used to go to Dunkin' Donuts all the time, mainly because there was mostly nothing else to drink throughout Jersey.  Funny story - I had a cup of their coffee last time I was back in Jersey, after not having had any for almost 2 years.  Stuff tasted like a cup of chemicals.  Blechhh...

I miss 'Rocky Hill By The Cup', though.  Little coffee shop down Princeton way.  Washington Street in tiny Rocky Hill's "downtown".  Used to stop there two or three times a week for work.  They were great!

But back on topic.

Now I'm all suspicious and shit.  I wonder if, like, Dick Cheney or WalMart owns the coffee shop across the street from me?  Who knows these days?!

Heh, no I'm kidding.  I know who owns it. :)

Will we see big boxes pose as Mom & Pop's next?  That would be interesting.  

Fast food chains open up food carts downtown?  Oh, whoops...

"Intelligent discontent is the mainspring of civilization." - Eugene V. Debs


Saw this over at Alternet the other day (4.00 / 4)
"This" being the headline article. Wasn't sure whether to LMAO or just cry.

Buy Fair Trade coffee. Make it at home. Fill a thermos. Way better for the Planet.

whoops... is right. Why not cut out all the overhead and just sell apples on the street corner like during the last Great Depression?

Yankee Frugality: use it up, wear it out, make it last, or do without.


[ Parent ]
whoops indeed. (4.00 / 3)
Does Portland have espresso shops on wheels?

I don't know how extensive the Starbucks local-branding ploy will become, but I can see why they would try it in Seattle. Portland, OR; Seattle; and Vancouver, B.C. have many shops owned by entrepeneurs who are passionately committed, not only to quality products, but also to sustainability and fair dealing with everybody in the farm-to-consumer chain. With them as the standard of excellence, Starbucks always will be known as second class in those cities.

Dunkin' Donuts in Jersey - I know someone from Freehold, for whom DD is the standard of excellence. She drinks nothing but DD when she visits Baltimore. Fortunately for her, DD is widely available.


[ Parent ]
This won't be a problem for long (4.00 / 3)
Word will get out quickly about the Starbucks in sheeps' clothing. Do you think there's anyone in Seattle by now who doesn't know that 15th Avenue Coffee & Tea isn't a Stealthbucks?

I have succumbed to the Twitter craze. @Omir55

[ Parent ]
Let's hope not! (4.00 / 1)
But gack, even one person (Seattleite or not) being fooled would be too many.

This kinda thing should be illegal, I'm serious...

"Intelligent discontent is the mainspring of civilization." - Eugene V. Debs


[ Parent ]
Unfortunately (4.00 / 2)
Starbucks isn't the first to do something like this. Companies rebrand themselves, and start up subsidiaries all the time.

Regarding locavores as elitists - explain to me how supporting local business is elitist....

[ Parent ]
Yeah, but... (0.00 / 0)
The equivalent to this, in this case, would be kinda like Bud (InBev, or whatever) or Coors opening up a brewpub named like "Belmont St. Brewing" in SE Portland, and serving Bud as "Belmont Lager", and etc...

Or Gap making jeans under some phony name and trying to sell them at Saturday Market.

That's why I think this situation is particularly galling.

"Intelligent discontent is the mainspring of civilization." - Eugene V. Debs


[ Parent ]
Tempest in a teapot? (0.00 / 0)
Being a resident of Seattle, $tarbuck$ is local. I can walk up to the local $tarbuck$, grab a cup of coffee and chat with the baristas with whom I have developed an informal relationship and enjoy the coffee. I have seen the new "15th Avenue Coffee & Tea" and there is no mistaking it for anything other than a corporate shop - too slick. I enjoy having choices, I also purchase from other coffee shops that make better coffee, but that sometimes requires getting on a bus, or driving to have their coffee.

Don't forget, $tarbuck$ also owns Seattles Best Coffee and Torrefazione, both formerly smaller companies. I think the goal is to not take anything for granted.


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