Stealth Coffee
July 23rd, 2009 by Carolyn Parrs & Irv Weinberg , Mind Over Markets
An article in Sustainable Brands Weekly reported that Starbucks is now rebranding. They are opening the first of a series of coffee shops with a local handle. The first one is 15th Avenue Coffee and Tea and it will open this week on 15th Avenue in Seattle. The next two will have names that reflect their local address. What could be more local sounding than that?
Except that they’re not.
If the CIA were running Starbucks, I don’t think they could have come up with a more deceptive plan than this. One thing is for sure, it’s not rebranding in any way, shape or form. They are merely trying to capitalize on the “go local”, anti-corporate wave that’s growing across the country. For what other possible reason could this launch be taking place?
They won’t look like Starbucks, they won’t taste like Starbucks, but when the green leaves the cash register at the end of the day it’s going to be heading right to the Starbucks corporate offices and there’s nothing local, small scale or Mom & Pop about that.
I’m not saying that it isn’t a smart business move. I am saying that it’s a sheep-in-wolves-clothing move. And it’s certainly anything but green or locally sustainable.
The whole idea of going local is to keep jobs, revenues and profits in the local community. To give small entrepreneurs a chance to make a living by delivering a local product. It’s the chance for a whole string of individual business people to secure a market for their locally-made and locally-sold goods from bakery items to bagels to office supplies to restaurant supplies. But when the Big Guys don the mask of being a little guy, watch out.
Personally, I go out of my way to do business with the local Java Joes or small green grocer or hardware store, and I try to hit the Farmers Market every chance I get. Maybe now I have to insist on proof of residency, a driver license or something like that to make sure the guy in the local store is a local. Not just someone masquerading as such. To me, it’s the same kind of thinking that created derivatives and credit swap that almost brought down the U.S. economy and banking system.
Here a little thought. Hey Starbucks, if you really care a hill of beans about local coffee shops then leave a piece of the market on the table for them and don’t pretend you’re local when you’re not.
Is Starbucks full of beans or not? What do you think?
Irv
July 23rd, 2009 at 8:47 pm
It’s a little gross, isn’t it?
They do a lot of good things that seem to make them a better corporation. Their values are certainly higher than some, and they have brought good things.
Actually, I would not be surprised, if they got a lot of bad press about this, if they had to stop the experiment.
Here’s an interesting counter-point: I was in Orlando, FL a few days ago, and the new Whole Foods Market, near the Disney area, sponsors a weekly local farmer’s market in their parking lot. That’s pretty cool. Maybe there are ways for the big guys to foster the little guys too.
August 6th, 2009 at 4:13 pm
irv,
is this new iteration going to be selling local baked goods and whatnot? if so, i think the concept is halfway fulfilled though i do agree (with you) that their veil of “locally/sustainable” will be easily pierced. i would like to see them come clean about it. i would care more if they did even if i do (personally) believe it’s but another dilution of their brand/product.
September 3rd, 2009 at 11:50 am
Sounds like business as usual but a little more covered up. I’ve never been much for coffee myself, but I LOVED the Coffee Exchange in Providence RI from my time at Brown University. Now that’s an example of a local coffee shop done right. Quick poll: what’s your favorite local coffee shop?
May 6th, 2011 at 8:38 pm
And I thought I was the sensblie one. Thanks for setting me straight.