Starbucks experiments with new store format
24 July 2009 09:26
Starbucks has re-branded one of its US outlets, selling beer and wine alongside its usual offering. The new store, named "15th Avenue Coffee and Tea, inspired by Starbucks" appears to be part of an experiment to give outlets a more community-based feel, according to the Press Association.
Anna Kim-Williams, spokeswoman for Starbucks, said the 15th Avenue Coffee and Tea in Seattle's Capital Hill area would have a more "mercantile" feel.
Commenting on claims that the company is playing down the store's associations with the Starbucks brand, she added: "Reports that we are trying to hide the involvement of Starbucks isn't true. It is in the sign, the logo and on the merchandise".
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