Stealth Starbucks Experiment Flops
December 1st, 2009HA.
Via: Reuters:
Apparently the experiment isn’t working. A former Starbucks insider said that Seattle’s 15th Ave. Coffee and Tea – the first of the new not Starbucks stores (its website, by the way, is called www.streetlevelcoffee.com) – is doing only a third of the business of the regular green-logoed Starbucks store that used be at that site.
Perhaps consumer really do want something more than branded artifice; they want something genuinely local.
The revolt against sameness may actually be real, too real for a fake Starbucks. And certainly this growing rejection of brands presents an opportunity for entrepreneurs and small business owners to create something authentically local for their customers.
