Posts Tagged ‘starbucks’

A: When it dons a fake moustache and dark glasses and poses as an independent or boutique outlet.

So the backlash against the large corporate sterile environment moves up a pace today with news that Starbucks has opened three new coffee shops in the US, all unbranded stores and according to Brand republic “redesigned them to resemble independent local cafes.”

Full article here.

The aim of the move is to rid the company of its image of being overpriced but I think it runs the risk of seeming underhand to its customers with this “Glocal” stealth marketing exercise.   With so much focus on supporting your local high street and buying from independent stores in many areas of this country, I think the UK would view this as little more than a wolf in sheep’s clothing.