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Test seeks to engender a more local feel for stores
Starbucks (Seattle) is taking the names off at least three stores in its hometown and renaming them for their street locales or neighborhoods, The Wall Street Journal and Seattle Times report. The initiative is part of a test that “could sprout stores that seem more like the corner coffee shop, not a global coffee giant” and represent Starbucks’ latest attempt to rejuvenate its in-store experience, according to the Journal. One of the Starbucks stores in the test, which had been slated to close, now goes by 15th Avenue Coffee & Tea.
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