Starbucks Changing Names of Select Stores

Posted on July 21, 2009 in Business/Law, Consumer Goods

Starbucks may be a household name for caffeine-addicted consumers, but the coffee shop chain is changing the moniker of at least one Seattle store. Next week, the first of at least three remodeled stores will bear a name that reflects the surrounding neighborhood.

15th Avenue Coffee and Tea is the inaugural “neighborhood” store, located at 328 15th Ave. East on Capitol Hill. The shop is modeled after independent coffee houses and serves wine and beer in addition to coffee beverages. Starbucks’ logo will be completely absent from the store and the coffee products it offers.

The new shop has an eco-friendly design to complement its more rustic environment, complete with local materials. Poetry readings and live music may also take place at the 15th Avenue location. If the shop is received well in the Seattle area, the concept may be replicated in other cities.

The 16,000-store chain reports its fiscal third quarter financial results on Tuesday. Analysts have predicted that sales have declined, particularly since lower-priced coffee shops have attempted to snag the coffee king’s crown.