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Starbucks pretends to be authentic
Lots of people avoid Starbucks because it's just one more chain store in the neighborhood, opting instead for a mom-and-pop coffee shop that has more heart, is run by neighbors, keeps the dollars in the community, and so on.
In some of these neighborhoods, Starbucks is responding by removing its logo from its stores, so that people think they're at a neighborhood shop.
A Starbucks PR person says that the undercover strategy is for "amplified focus on local relevance," so that "customers will feel an enhanced sense of community." In other words, Starbucks is pretending to be authentic.
How will customers feel when they inevitably find out who runs this faux neighborhood place? This is no Disney experience. A faux European main street is fine at Disney World, because you know you're entering a fantasy when you enter the gates to the park. It's a totally different matter when someone puts up the pretense in your own neighborhood.
This is a shame, says the Huffington Post article quoted above, because "the company's coffee-buying practices are admirable... and of course CEO Howard Schultz has won deserved praise for providing health-care benefits and stock options to even part-time employees. ... [so] why go into hiding?"
indeed...and they're current campaign for "Real Food" also heightens the lack of authenticity.
http://www.madnessmuseum.com/2009/07/what-if-food-were-real-and-delicious.html
They could make it totally authentic if they gave the local crew complete creative freedom (decor, atmo, product range, guest coffees) and stepped back into a supporting role...
I also read the reason for this separate name is to test a wine bar concept. Like Banana Republic and Gap and Old Navy it's less about defense in diverting attention away from one brand as it is about offense - to start a new brand of coffee shop/wine bar that would give them a separate revenue source.
"why go into hiding?" Their coffee sucks.
I'm from Seattle and the SBUX 3 blocks from me was just changed to "15th Ave Coffee & Tea." We were all suspect of this re-branding, but I do feel compelled to speak up for SBUX.
1. It does say Starbucks on the door. Something like "brought to you by Starbucks," so consumers aren't totally in the dark here.
2. Its GORGEOUS! The decor fits the neighborhood, they feature local bakery items, a ton more tea selections and yes, wine too.
3. People were actually relaxed and enjoying the new space on a Saturday night. Never in my life had I seen people gathered at that location at night. Morning coffee, maybe, but Saturday night date spot? never.
I really wanted to dislike this idea too, but if the SBUX in my neighborhood has to stay, I'd rather the new version than the old version. Before they would tout "community" with an empty bulletin board. Now it is a place I'd actually frequent.
People like to pit SBUX vs. mom and pop coffee shops, but 2 things to keep in mind: 1. the coffee shop category is dramatically larger now than say 15 years ago, and many mom and pop operations are thriving in this categorical spurt. One client almost closed before SBUX moved into to town about 10 years ago- since then they've expanded and are thriving. 2. Many employees appreciate SBUX benefits that other small operations can't; like access to health insurance and retirement plans.
I actually consult with a few small and large retailers and love em or hate em, SBUX dictates the playing field for all of them - from hiring, product offering, and value.
My gut is saying whatever they do, there will be other secondary benefits that may not be as obvious that other companies or categories (like tea and/or wine bars) could benefit from.
Just my semi-educated $0.02
You can't hide not so great espresso from those of us who drink it straight without a bunch of milk to hide the taste.