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Please tell me this is a joke! Pretending to be independent, mom & pop coffee shops when you're a corporate behemoth? Gah! I hope this doesn't spread beyond Seattle.

i hope they will put out a list of these re-done shops. so i can avoid them.

Actually, USA Today ran a story about this today and they have the new name as“15th Avenue Coffee and Tea Inspired by Starbucks”. Which, in my view, is far uglier than just changing the name and dropping "Starbucks" wholesale.

Still, the whole "trying to hide" thing strikes me as disingenuous. Companies diversify when they want to capture more market share. Look at The Gap. You wouldn't say they're "trying to hide" by opening Banana Republic and Old Navy stores. It's just a different environment for a slightly different product line. Even if you're not a fan of their coffee (and i'm ambivalent about it at best, preferring Dunkin' by a longshot), if nothing else, Starbucks creates lots of jobs. So let's not rag on them too hard for trying something new to keep stores open and in business.

The part that seems jerky to me is the part where they go hang out in other people's coffee shops with "Observation" folders. That's pretty rude.

I read about this in the paper yesterday and I find it quite funny. It seems like starbucks is having a bit of a mid-life crisis going on. First instant coffee now hiding themselves?!

I think it shows they are seeing/feeling the backlash that was created by them becoming too big. What's funny is, the neighborhood where they will be opening this new 'incognito' store has so many GREAT places to get coffee, why would anyone go to this new store? This store is one that was slated to close down earlier this year, now they're just trying to hide who they are in hopes of pulling in new business. Clever marketing I suppose.

BTW, the only good thing about this new store: REAL ESPRESSO MACHINES! It won't have one of those nasty automated machines that they replaced all their La Marzocco machines with.

wow, I actually think this is quite a good idea. I mean, if there's going to be a fun coffee shop to hang out in that has community outreach and varied products, as well as good coffee, i'm there! it's very difficult for "real" mom+pop locations to survive nowadays with big chains dominating the market (and it's NOT just starbucks - dunkin donuts is a far greater curse in my opinion). far better for starbucks to try to rebrand to reach a different part of the market than not to do so if the customer wants it. it's sillier to pine for the days before large corporations than to just accept their existence and appreciate that their executives are trying to find a way to become less behemoth-like.

From what I've heard, it seems like they are doing more than just rebranding the shop. They are actually trying to remake it with independent shop touches. Apparently, they actually blatantly sent spies into successful independent shops to take notes.

I suppose it could be a good idea if they put unique and individual thought into each different store, but I doubt they can really manage that given the number of Starbuck shops there are.

Is this un-branding? I live in Seattle, and I can only suspect that they are trying to fool customers into thinking that they are a cozy little independent espresso joint just like the ones in my neighborhood here in the Greenwood District.

It's ludicrous!