Starbucks is trying to change it up with revamped premium stores. "Fifteenth Avenue Coffee and Tea, Inspired by Starbucks" 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.
Names and locations for the other two shops have not been finalized. If the pilot goes well in Seattle, it could move to other markets.
The new names are meant to give the stores "a community personality," said Tim Pfeiffer, senior vice president of global design. Starbucks' logo will be absent, with bags of the company's coffee and other products rebranded with the 15th Avenue Coffee and Tea name.
Trying to tap into a different market (i.e bring in late night wanderers) - these new stores will sell beer, wine, and new food choices, and have the occasional film screening and a variety of live entertainment, including music, acting and poetry reading.
We love that Starbucks is trying to shake it up and give people a new and different kind of experience but we have to wonder if people will sit, swash or spit it out once they give it a go. A stage, a night-time crowd and alcoholic beverages conjure up images of either a cowboy saloon or club, both of which would be better than a same-old same-old boring Starbucks.
Over at Ad Age
you can read more about this story. Comments were pretty interesting including this one. "It only took Starbucks 15 years to figure out what Borders and Barnes & Noble have been doing?"
Do you think Starbucks will have a home run hit with these new concept stores?