A peculiar thing has taken place in Seattle. One of the world’s corporate giants has decided to test out a new image. Another big re-branding you say? Not this time. Not quite, at least. Its more of an UN-branding.
Starbucks (you know that little coffeehouse on every corner?) is turning its attention away from the global market momentarily. Now, the local, independent coffeehouses sparsely populating neighborhoods throughout Seattle (and possibly other metropolitan areas) are the target of its latest marketing ploy. Instead of the old-fashioned business tactics of lowering prices and/or creating better products to compete, Starbucks is abandoning its name and all related imagery and by-products at one Capitol Hill location. I assume this is all in hopes of capturing the interest of new & former customers.
What was just another Starbucks branch will now be known as 15th St. Coffee & Tea. Everything is changing. Except the coffee. And ownership. It is attempting to transform this location into something more of a lifestyle destination, like other indie coffeehouses around town. Coffee, tea, beer, wine, and even live music, poetry readings, and other in-store (and un-corporate) events are planned.
While this has understandably raised more than a few suspicious eyebrows around town, its hard to deny that it is a smart move from a marketing perspective. They are, I’m sure, just doing what they feel needs to be done to meet shareholders’ expectations to invigorate their brand and generate some sales in a neighborhood where they may be losing to some of the hipper alternatives. I’m just not sure Capitol Hill (or anywhere in Seattle, for that matter) is the right market for such a test.
Seattle is arguably the birthplace of the country’s (world’s?) coffee obsession. It goes without saying that Seattle knows its coffee. Coffee is embedded into our daily lives here, and because of that, it’s something we pay special attention to. So when Starbucks makes a move, we watch with scrutinizing eyes, especially given the area’s love/hate attitude toward the hometown giant.
Most of the bitter taste surrounding this move stems from Starbucks’ blatant… shall we say… borrowing from its neighbors. The company has gone out of its way to mimic other trendy spots in its decor, from light fixtures to seating to storefront paint. This has left several local shop owners slightly irritated. When some of the individuality of your business is copied, it tends to diminish the appeal for all parties involved. Maybe the imitation would be less conspicuous if it weren’t implemented so close to the source.
I can’t help but think that in another market, this would be a much more successful and less attention-garnering venture. Then again, any press is good press so the saying goes… Seemingly, their choice of one of the hippest and most independent-minded neighborhoods in Seattle reduces their chance of success. On the other hand, the audience for what they have planned is in place, and with all that money behind the makeover, who knows who might drop in for a cup and “improvised” acoustic set of yet-to-be-released songs.
I guess we’ll all just have to wait and see how this unbranding plays out. There may be enough independent spirit to go around in this town after all. Let’s just hope the coffee’s good.