Beware Stealth Starbucks!

There has always been a certain amount of resentment about the success of Starbucks, the ubiquitous Seattle-based coffee chain. Many Americans hate chains in general, but there’s just something about Starbucks that really brings out the hate in people in a way that Chili’s and Applebee’s do not. Maybe it’s the “unnecessary luxury” of their products (everyone has to eat, but no one needs coffee, right?). Maybe it’s the “frou-frou” nature of their drinks. Maybe it’s their soccer mom clientele.

Whatever the case may be, Starbucks is acutely aware of this and is now launching a chain of individually-branded coffee houses throughout the US. These are Starbucks stores selling Starbucks products… but you won’t find the “Starbucks” name anywhere in the store. For all you know, “Myers Park Coffee Company” or “The Inman Park Coffee House” could be Starbucks locations in all but name only.

Seattle’s 15th Avenue E Coffee and Tea is the first of these locations, with more to come.

What do you think about these “stealth Starbucks” stores?

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