New Line of Starbucks Stores Minus The Starbucks??
Ok so a long while a go a big crowd of stuffy exec types swarmed into Victrola up on 15th Ave (the original Victrola location). As they sipped their cappuccinos and let their doppios languish for what seemed like an eternity, our fearless manager Tonya waltzed up to the group of ten and 'cordially' asked them what the hell they were doing in our store. We applauded her efforts and it turned out they were on a "research" mission for Starbucks.
We rolled our eyes when they left and thought that was that...end of story...until today.
Starbucks closed down a location on our lovely 15 Avenue a little while ago that was very near the original Victrola Coffee and Art. So that was good news until we soon learned it was just a plot to re-open with a new look.
'So what!' Well here's what: I learned a few moments ago that they're reopening the store under the name: "15th Street Coffee and Tea" ...no Starbucks in the title??
Could they even go so far as to private label the coffee?? Is this a new onslaught on the independents?
Honestly I'm really not that worried, our customers know better. A blender is a blender. Crappy coffee even shoved through a clover is still crappy coffee, but this move makes me wonder how far they're willing to go.
I've been to their 'concept' store by Pike Place Market, nice woodwork, dark earth tones, steal molding etc, but still the blenders and still the same sludge drooling from those plastic, self-cleaning spouts. Same old stuff repackaged.
So this twist does make me wonder what else they've got in store for re-inventing themselves. They open in a week or so, so I guess we'll just have to wait and see what the big green mermaid spews out this time.
We rolled our eyes when they left and thought that was that...end of story...until today.
Starbucks closed down a location on our lovely 15 Avenue a little while ago that was very near the original Victrola Coffee and Art. So that was good news until we soon learned it was just a plot to re-open with a new look.
'So what!' Well here's what: I learned a few moments ago that they're reopening the store under the name: "15th Street Coffee and Tea" ...no Starbucks in the title??
Could they even go so far as to private label the coffee?? Is this a new onslaught on the independents?
Honestly I'm really not that worried, our customers know better. A blender is a blender. Crappy coffee even shoved through a clover is still crappy coffee, but this move makes me wonder how far they're willing to go.
I've been to their 'concept' store by Pike Place Market, nice woodwork, dark earth tones, steal molding etc, but still the blenders and still the same sludge drooling from those plastic, self-cleaning spouts. Same old stuff repackaged.
So this twist does make me wonder what else they've got in store for re-inventing themselves. They open in a week or so, so I guess we'll just have to wait and see what the big green mermaid spews out this time.
Replies to This Discussion
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Permalink Reply by Al Sterling on
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It's not that some of you haven't voiced a similar note, but I believe I've found someone who, in the midst of this issue, best expresses my feelings. What I most appreciate, is the fact that Sebastian explains how he has invested himself in specialty coffee; the art, the science and the business. Sebastian comes right out and says that he's not driven as much by the profit motive, but by the love of the product and the craft. Yet given that, he also expresses an opinion that tells me he understands how business works. And how industry leaders, like Starbucks, are actually an integral part of the entire industry. It's not that they've just redefined the marketing of coffee, but that without an industry leader, whether liked or looked at with disdain, they are a necessary reference point for others.
Read Seattle Coffee Works Blog here
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Permalink Reply by Shaun Parrish on
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Here are some pics someone posted on flickr:
http://www.flickr.com/photos/joshc/sets/72157621674139075/
Honestly... I find it to be a bit underwhelming. I really would have expected more considering the resources that Starbucks has. I can't speak for the quality of the cup, but the design leaves a bit to be desired. It reminds me a rich kid's first trip to the thrift store. Seems like they bought a bunch of "cool" stuff, but then they weren't sure what to do with it. No cohesion, no flow...
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Permalink Reply by The Coffee Institute on
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Welcome to "The Truman Show Neighborhood Coffee House"
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Well, firstly, thanks for sharing the photopage. I'm in the architectural graphics industry, and work with environmental graphic designers. So for me, what first came to mind when I saw these photos were images of the Main Street General Store at Disneyland, Anaheim. The point being, this layout reminds me of the "constructed nostalgia look" typical of what Disney does so well. But then, this isn't Disneyland, and with all the studio-like props, I'm wanting to give them the feedback of, "OK, ok, I get it..... this is a really nostalgic, aged, wood heavy themed coffee shop. Thanks, now can I have my coffee??!"
That aside, I honestly wish I could visit this location without any knowledge of what proceeded it; the pre-planning and all. Because after visiting a number of retail locations, I have to admit I've seen worse. But knowing the recent history, I feel prejudiced. I could nitpik, and say that I don't really care for wooden chairs without contoured backs and padded seat bottoms. But that's my personal preference and bad back speaking up. What really pushed me a bit over the edge was the "forced patina finish" on the LM. I think it was because of that, that I had those mental visions/flashbacks of Main Street Disney. I guess only time will tell?
Shaun Parrish said:Here are some pics someone posted on flickr:
http://www.flickr.com/photos/joshc/sets/72157621674139075/
Honestly... I find it to be a bit underwhelming. I really would have expected more considering the resources that Starbucks has. I can't speak for the quality of the cup, but the design leaves a bit to be desired. It reminds me a rich kid's first trip to the thrift store. Seems like they bought a bunch of "cool" stuff, but then they weren't sure what to do with it. No cohesion, no flow...
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Permalink Reply by teresa pilarz on
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thanks for posting those photos shaun! some things i actually really like, but others make them look like they're trying too hard, but that may be because i know their story and am being overly critical. al, thanks for sharing sebatian's blog as well. it's true that starbucks deserves a lot of credit for getting this whole movement started, and sometimes i have to step back from my current disdain for what they've become to remember that i used to be a big fan and former wearer of the green apron.
every entity has the right to reinvent itself, including sbux, and now that this has hit mainstream media, i don't think their new concept is going to be a secret to anyone. however, as a person that highly values authenticity, i still see their efforts as underhanded and copycat. we've all checked out other area shops, but at least have the courtesy to come in, buy a coffee, and be cordial. just going into a competitor with your entourage, a sense of entitlement and notebooks in hand is arrogant corporate disregard. if a company approaches their research in that manner, they'll probably operate in a similar way... doing whatever it takes to get what they want even if it means using intimidation and scare tactics. a good example of this is shown on The Perfect Cappuccino documentary (highly recommended) and how they treated DoubleShot.
sbux doesn't need defending by any of us. they are a bazillion times bigger than their nearest competitor. what's at risk once again may be the independent operator that has put everything into their business only to see a 15th ave come in with their vast resources and snatch it away.
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Permalink Reply by Chris/Dale on
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I think ultimately it will go back to whats in the cup, a simple relabeling of their standard brew ( which is what all this is , just on a much grander scale) might be enough to bring me in but it wont keep me coming back. Clovers, presses, pour-overs, daily cuppings, and "battle-damaged" lineas with the same 5 lb. silver bullets fueling them just aren't going to stand up to the local artisanal roaster.
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Permalink Reply by Matt Busby on
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I am in Seattle now, visiting for a few weeks and the from the vibe I have gotten from the indie shops and even from the Seattle Times article today, I am afraid to even go near the store! I feel like I will be marked by the surrounding Capitol Hill community! Starbucks has definitely pissed the indie shops off, not for opening a new store to compete with them, but for walking into every one of them - Victrola, Caffe Vita, Seattle Coffee Works, Bauhaus - all of them, taking notes on how to mimic their (your) success.
Take courage Mark, if their is any coffee culture that can see through a facade it is Seattle's!
You in the 15 ave Victrola? I will have to come visit you guys while I am in town!
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Permalink Reply by Mark Pfaff on
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Anyways we were slammed the day they opened, lots of people checking it the new starbucks, doing the walk through and then coming to Victrola for coffee :). We felt a lot of support that day.
So did check out the space and really any nerves I've had have evaporated. Got a shot of their single origin espresso. It was a yirgacheffe but you wouldn't be able to tell it. It was indecipherably bland, dark-roasted, mellow and bland. The clover was awful, surprising aweful, it was also a yirg but tasted like stale Sumatra, shocking, I thought they would pull out all the stops for this shop.
As for the look, Al's beat me to the punch, it totally hit me when I walked out that it's a "theme park" version of an artisan coffee shop. Like if you were to go to Disneyland and they had a "Seattle Artisan Coffee Shop" in the middle of like epcot center.
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Permalink Reply by Jay Caragay on
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After seeing the photos provided, I'm a bit saddened. Not because Starbucks is pursuing this new approach but rather because this 15th Avenue is such a caricature of Third Wave and what we, as a community, are supposedly about.
They've managed to take the best elements that I've seen in 3W shops across America and combine them with the worst elements. All the capital resources available to them and I would have liked to see a bit better in design and approach. After working with environmentally-friendly construction techniques and artifact salvage these past two years, much of the materials incorporated in the finished product are not cheap but are presented in a way that really doesn't better the design of the 3W flophouses that look that way because of poor design approach and limited capital.
As I reviewed the images, thoughts of "Four Barrel", "Zoka" and others popped into mind. In the end, it's a cool idea whose execution and release doesn't really challenge anything that we are doing on the home front.
Sadly, it's a celebration of everything I see wrong with 3W/Barista culture.
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Permalink Reply by Dex on
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It didn't make a post on here because I have mixed feelings about this whole thing. But I really just want to state I think when you have created a brand and it is your you should stand by it and if you do not stand behind it then give it up obviously you do not believe in it anymore. It is fine that they are delving into different areas and trying new things anything that raises bars in coffee or changes it for the better is great if this is done. It is more the sneakyness. Plus I really think consumers should have the truth of who owns something, consumers are going to find out anyway and it may hurt them. Being honest and standing up for what you do and backing your brand are big things. We will just wait and see what happens and I will continue to make the best coffee I know how and pass skills to others coffee will always get better the community will make sure of that!
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Permalink Reply by The Village Bean on
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Beautifully said! Hail to passion!
Joe Marrocco said:This brings me to a question... What are we in this market for? Is it profit? If so, how are we different from Starbucks? We would have no room to rip on them, other than the fact that they make more profit than we do. Is it for philanthropy? If so, what if this approach by Starbucks causes a substantial positive change in the thrid world coffee grower's sustainability? If they are truly trying to go thrid wave, this would be one of the outcomes. If not, the consumer would know. Are we in this for our love of coffee quality, tradition and community? If so, wouldn't a power broker that is increasing quality, carrying on tradition and building the coffee community be right in line with us?
Long story short, as soon as we see the mermaid arch her back and surface in a new light, our quills come out. Let's calm down and try to find some points of psoitivity from these developments. If Starbucks is truly going to begin pushing those of us who are in the third wave market, then let them push us. This is a good thing. We need a good push. Victrola is an amazing company. Am I a bit upset that they are going to possibly lose business to the tricky mermaid? Absolutely. But, at the same time I am excited. I know that the daily friction that they will have, due to the proximity of their store and the discussions that will go on their store, Victrola will be sharpened more and more. They will only get better. It will force them to refine their approach in marketing, who they hire, how they train, what they offer on their menu, etc... OR, it will show them why they do what they do and solidify their reasoning and identity. Competition makes us better. The bigger and stronger our opponent is, the harder it forces us to work. Plus, we do not approach coffee competition the same way competition is approached in other fields. We win by leading, not by crushing. We are not going to crush Strabucks, but we are going to be better than them. No ammount of money in the world can supply the kind of experiences that we who are passionate about our craft can offer. So let's not get pissed, afraid or disheartened. Let's get in Victrola's corner. Let's continue refining each other, and helping one another. Let's continue to be constructive and curious. Remeber, quality is not a solid wood interior, it's in the heart of the shop. People can discern the difference.
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Permalink Reply by Chase on
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speaking as someone who works for the bux in a retail store, seeing this type of stores fills me with a sad kind of hope. Manual machine? No blenders? My god, how can I work THERE?! Honestly, it might be fake, but they are TRYING. A clover? A pour over setup? Those are things I couldn't even dream of any Sbux ever having. I *wish* my store had that, if only to try and make a good cup of coffee (I'd probably use a different bean...but still!)
Sure it might seem fake to you, but I would kill to have my store become one of those. I suppose I could always just quit and work at an independent shop but there aren't really any that close by where I live that can give me 40 hours and medical/dental/vision, pay for school, etc.
So for now I just dream of a day when I might work at a sbux like the one in those pictures.
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