There's a joke going around that Starbucks has so saturated the coffee market that it is now opening new Starbucks stores inside its old stores.

Well, not quite -- not yet -- but the corporate coffee colossus is presently trying to expand through an equally bizarre marketing strategy: By disowning its globally ubiquitous brand name.

With Starbucks' sales declining as more and more caffeine consumers reject the cookie-cutter corporate climate that the chain epitomizes, it is launching a new line of stores that disappears its name. There's no corporate signage on the new buildings, no logo stamped on every product inside and none of the generically bland ambience that makes one Starbucks just like the other 16,000 in the chain.

Instead, the new shops strive to be the anti-Starbucks, dressing up as funky neighborhood coffeehouses with a cool, local vibe. A sort of rustic, thrift-shop decor screens the corporate presence, and such additions as live music and poetry readings are meant to lend an aura of down-home authenticity.

This is called a double fake. The fake cafe with it's pretentious "grande" and "venti" sizes is now pretending to be what it used to pretend to be, a cool neighborhood coffee house.

Hey, give em credit.. they made a big impact on the coffee culture, and now they're adjusting to new business realities.. that's what we do in a capitalist society..

Nothing wrong with it.

"Nothing wrong with it."

Other than it's a big, fat, phony lie by a big, fat, phony corporation.

"There's a joke going around that Starbucks has so saturated the coffee market that it is now opening new Starbucks stores inside its old stores."

That's funny. There's at least 5 within a 5 block radius of my apartment. One in the first floor of my building. 10 blocks and I lose count.

I have to admit that I love the stuff. I always annoy the baristas asking them for the fair trade brew.

"that's what we do in a capitalist society.. "

Yes, manufacture fake corporate "experiences". Very true.

Starbucks coffee sucks.

It tastes....burnt. It's too fucking expensive and the clowns who work there are pretentious college or high skool jackasses who think they're cool.

If I want a jolt, I'll do a 5 hour energy drink and a shot.

Give me a McLatte!

they have delicious pumpkin loaf though in the fall.

Their coffee is over-roasted and always too strong. No flavor just burnt beans.

Their coffee is over-roasted and always too strong. No flavor just burnt beans.
#9 | Posted by dxlingr

I completely disagree.