I have to give Starbucks major innovation points for the launch of 15th Avenue E Coffee and Tea, a series of new shops that disguise the "Starbuckness" that makes the green dot what it is -- and precisely what turns so many people off.
Some of the Starbucks 15th Avenue E Coffee and Tea shops don't bare the Starbucks logo, and some don't even feature the Starbucks name (others just say, "Inspired by Starbucks").
The Starbucks 15th Avenue E Coffee and Tea shops are disguised to look like independent espresso bars.
"The plan is to create new environments that will try to re-explore the spirit of a traditional coffeehouse including the sale of wine and beer plus playing host to live music and poetry readings," PSFK explains.
Yes, wine and beer at Starbucks! If the Starbucks 15th Avenue E Coffee and Tea shops make it to Canada, expect a follow up!