Are Changes In Store At Your Local Starbucks?
I saw an interesting story on CNN this morning. Apparently, Starbucks Corp. is conducting a test that will rename four stores in Seattle. The new names will be based on each store’s address instead of using the corporate name. At least one of those stores was originally scheduled to be closed, adding to already 300 recent store closings. There is also talk that they may expand the test into other markets if they have any success.
The company plans to serve wine and beer as well as hosting live music and poetry poetry readings in these stores to help increase traffic during evening hours. Also, the bagged coffee that you buy there will have the Starbucks brand removed and replaced by the new store name.
The story goes on to describe how these tests are an effort to gain back market share and return to their roots as a neighborhood coffee house/meeting place. It is no secret that they’ve been taking some hard hits the last couple years from the likes of McDonalds and Dunkin Donuts of all places.
Personally, I think I’d rather see them stop over-roasting their beans but maybe that’s just me. I prefer my hot coffee black and I still can’t seem to develop an affinity for that burnt coffee taste. I have to admit though, I have been known to sneak in for an iced double shot on the rare occasion.
Doing something about those prices might help too. Still, it will be interesting to see what becomes of all this.
Here’s the story if you want to read it Starbucks Tests New Store Names, Alcohol Sales