Faking it is not a good strategy in bed or in retail…

July 30, 2009

Recently I was thinking about writing a blog post on nomadic-workers, and the desire to work in hip new coffee shops like Toronto’s Darkhorse Espresso Bar and Jet Fuel Coffee. In my research I came across the very cool looking “15th Avenue Coffee and Tea”. From my understanding, there’s live music, alcoholic drinks, and yummy espressos. Always enjoying working from within coffee shops, I was hoping that Toronto would get more of these great places; the few that we do have seem to be popping at the seams.

Personally, I thought that “15th” would make for great competition to the Starbucks at the corner of Elizabeth and Dundas (across from the new Longos, in One City Hall Condominium). BUT WAIT!!!! 15th is a Starbucks!

It’s not inspired by Starbucks at all, it is a Starbucks!

Check out the article snippet below.

Matthew Slutsky
President / Founder
BuzzBuzzHome your one stop shop for new development listings… now serving Toronto, Vancouver and Calgary

(Source: Chicago Tribune)

In the continued failings of the Starbucks chain, here’s a new one: the stealth Starbucks store.

A Seattle outlet of the 16,000-store coffee behemoth is being rebranded without visible Starbucks identifiers, as 15th Avenue Coffee and Tea.

Two other stores in Starbucks’ native Seattle will follow suit, each getting its own name to make it sound more like a neighborhood hangout, less like Big Coffee, a Starbucks official told The Seattle Times on Thursday.

“The Goliath is coming at me under a new name,” said Dan Ollis, owner of Victrola Coffee Roasters, a coffee shop on 15th Avenue in the Capitol Hill neighborhood, about a block-and-a-half from the made-over Starbucks set to open next week.

Read Steve Johnson’s full article “Stealth Starbucks: Seattle-based coffee giant opening neighborhood shops in disguise” in the Chicago Tribune (July 17, 2009).

Oh yeah.. If I can find a few spare moments, I will still do my blog on the new workforce: The Espresso Filled Nomadic Worker

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