'rebranding' on Serious Eats

Seattle Starbucks Locations Shed Starbucks Logo

Photograph taken by rudolf_schuba on Flickr Starbucks rose to dominate the coffee landscape by slapping its logo on thousands upon thousands of virtually identical cafés from Jakarta to Peoria. But now, trying to shed its image as a corporate monolith, Starbucks is actually removing its brand from a number of its stores, starting in its birthplace, Seattle. The Seattle Times reports that three un-Starbucksed cafés will open under other names, like the rechristened “15th Avenue Coffee and Tea,” debuting on Monday. It will serve beer and wine, and host music performances, poetry nights, and other community-oriented events. It's still Starbucks pulling the strings—but with no green logos in sight.... More

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