Starbucks to rename Seattle stores
July 15, 2009
The Seattle Times: Starbucks is dropping its household name from Seattle's 15th Avenue East store on Capitol Hill, a shop that was slated to close at one point last year but is being remodeled instead.
It will open next week under the name 15th Avenue Coffee and Tea and is the first of at least three remodeled Seattle-area stores that will bear the names of their neighborhoods.
The new names are meant to give the stores "a community personality," said Tim Pfeiffer, Starbucks' senior vice president of global design. Starbucks' logo will be absent, with bags of the company's coffee and other products rebranded with the 15th Avenue Coffee and Tea name.
