Coffee republic: Starbucks tunes into local tastes

Seattle – Dropping their globally renowned name in favour of something much more local, three new Starbucks stores in the city are rebranding themselves with just a hint of the coffee giant’s brand.

At one shop, much Starbucks branding has been replaced by signs for 15th Avenue Coffee and Tea. Aiming for a personality in tune with the local community, the store has been named for the coffee shop’s location in the Capitol Hill area. What’s more, the store will feature much more than just snacks and coffee – it will also be fully licensed to serve alcohol, and will function as a local venue for live music and poetry readings.

While the 90s saw the rise of global brands, those that have reached the tip of the scale are now looking back at their individual locations and hoping to reinject character into now-generic high streets and main shopping areas by disguising themselves as part of the local community. The next cuppa you buy from your local ‘independent’ coffee house might just be a Starbucks grande latte.