Stealth Starbucks meant to blend into indie coffee scenes like Minnesota’s

By Chris Steller
Thursday, July 30, 2009 at 1:05 pm

starbucks-logoCoffee megacorp Starbucks is de-branding several shops, experimenting with a logo-less look that mimics the feel of independent coffeehouses. If the stealth Starbucks succeed and expand beyond Seattle, Minnesota might prove fertile ground for faux-indie conversions: It’s the only state where Starbucks coffeeshops are outnumbered by others.

It’s also a state where Starbucks has suffered setbacks in labor disputes. Though a name change to something innocuous like “15th Avenue Coffee and Tea” won’t help the company escape barista rebellions, it could help Starbucks make inroads in a Minnesota coffee scene heavy with indies and home-grown chains like Dunn Bros. and Caribou.

Starbucks is suffering a slide in business, last week reporting a 5 percent decline in the second quarter on top of bigger drops the two previous quarters, a slump that caused the company to announce the shuttering of 600 stores this year.

Starbucks’ malaise got mocked by U.S. Rep. Michele Bachmann last fall — “What’s next, Starbucks too big to fail?” she asked then — but nationwide closings have hurt even in sparsely Starbucked Minnesota, including four in Bachmann’s district.



T-Paw Is A Jerk
Comment posted July 30, 2009 @ 3:10 pm

Starbucks is no better than Enron or Exxon. They are a mega corp that abuses their workers and makes millions while paying them a pittance.

We need to change the way business is run in this country. All business – and yes, I do mean all – needs to be compensated based on how they treat their fellow man, not on how much they steal from the public.

$4 for a cup of bad coffee? Give me a break! Even Bushco and his Big Oil friends don’t rob people as bad as this.

guess who
Comment posted July 31, 2009 @ 10:29 am

now that’s one of the most funny f——g things i ever read about a company.not even enough faith in their own company,they go undercover to sell product,that is truly hilarious!!

Idea Peepshow » Blog Archive » When the Branding Gets Tough, the Tough Quit Branding
Pingback posted August 3, 2009 @ 5:03 am

[...] local news site the Minnesota Independent pointed out, Minnesota might make for a fertile testing ground for debranded coffee shops, as this is the only [...]

Comment posted August 6, 2009 @ 2:08 pm


No one is forcing you to work or buy coffee at Starbucks.

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