Saturday, July 25, 2009

The Debranding Of Starbucks



The other day some colleagues of mine and I decided to go out for a cup of java before my show. When we hit the lobby of our building the inevitable question came up - Starbucks or another coffee shop?

In Manhattan you're never more than a few blocks away from a Starbucks. But sometimes you want a change of pace. Perhaps grabbing a cup of joe from a local coffee shop with its own, unique atmosphere.

Well the brain trust at Starbucks recognizes that people sometimes go for a local alternative. So they've come up with a way to avoid an erosion of business to a competitor. They are rebranding or debranding or unbranding some stores to make them look like independent coffee shops. But in reality - they'll still be offering the same chain brand fare.

For Starbucks it's a brilliant move. But for local coffee shop owners, it may seem like a stealthy, unfair tactic. And for the coffee consuming public, it makes it just a little bit more difficult to choose a local shop with its own unique ambience and product.

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Photo credit: http://www.flickr.com/photos/miskan/18742153/

14 comments:

Jay on Paltalk.com said...

LOL
Very smart of them....

Boaz Frankel said...

Anyone that thinks that Starbucks sells COFFEE is under illusion. Starbucks sells anything but coffee. You want a cup of real coffee ?? Go to a simple cafe and ask for a cup of coffee. Starbucks sells all forms of cocoa with cream toppings. Disgusting.............

Jannhere said...

Good grief Boaz! A girl has to have her Latte! You go to DL for your coffee. :)

出張ホスト said...
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家出 said...
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倶楽部 said...
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素人 said...
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デリバリーホスト said...
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熟女サークル said...
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彼氏募集 said...

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若妻 said...

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家出 said...

一人で家出したんだけど助けてほしいです。今まで強がってました。もう親には頼れない…super-love.smile@docomo.ne.jp

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熟女 said...

仕事を辞めてください。一日で今の月収を超えるお誘いがあります。某有名セレブ熟女の強い要望により少しの間、恋人契約という女性からのお申し込みがありました。今までは地位や名誉のために頑張ってこられたようでございますが年齢を重ね、寂しさが強くなってきたようでございます。男性との時間を欲しがっている女性に癒しを与えてくださいませ