When is a Starbucks not a Starbucks?
When it doesn’t want you to know it’s a Starbucks. For example, 15th Avenue Coffee and Tea in Seattle. Doesn’t look like a Starbucks on the inside. But the sign says “inspired by Starbucks,” and the reality is that Starbucks is investigating how to do business as something other than Starbucks.
Starbucks is ubiquitous brand; it’s hard to find some place in the world where there isn’t the familiar green logo. And being the anti-Starbucks has long been a marketing technique, so perhaps it should come as no surprise that the company is experimenting with that market. As long as my coffee is hot and drinkable, I’ll be fine with it.