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The coffee chain giant Starbucks have announced that they are trialing a new store which will serve beer and wine as well as coffee and tea. The store that they are trialing this new idea on is one of their current stores based in Seattle. However, their menu won’t be the only thing that’s changing, they will also be taking down their classic company logo design from the store front. The logo is also being removed from all their products they’re selling.

If these new stores work, Starbucks will be able to get away without being required to design a logo for this new shop, they are just going to name it based on the street it’s placed on. The new trial store will be called 15th Avenue Coffee and Tea and alongside the new menu changes, the store will be open late and offer entertainment in the form of live music and poetry readings.

Some of Starbucks’ competitors believe that this is an attempt by the coffee giants to pull in extra business from people that don’t normally buy from a big brand such as Starbucks. However, will it really be that difficult to see the Starbucks brand behind the stores?

Although this new move from the giant came as a shock, they were required to do something to try and stay ahead of the market. When Starbucks first launched, they became extremely popular in the 90’s and this is when they started to change the way people bought their coffee. Many people started to become aware of the brand and were willing to pay high prices for special coffee’s and tea’s. However, because of the credit crunch, many customers are seeing buying the expensive coffee as a luxury, this had led to Starbucks clothing a number of their shops around the world.

In the last year, Starbucks have been forced to close down around 900 shops and cut 8000 jobs across their 16000 stores. If the company doesn’t try to move in a new direction, they could face loosing more of their 16,000 stores. This is the reason for their new un-branded coffee shop, and if this proves to be a big hit, we could see a increase in these around the US states. Whether these shops might hold their own logo, widening Starbucks’ logo portfolio, we’ll just have to keep watching and see where it all leads to.

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