Starbucks Goes Local, Remains Evil

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“When is a Starbucks not a Starbucks? When it’s a 15th Avenue Coffee and Tea.”

That’s right, the same company that made its name offering cookie-cutter storefronts all over the world has decided to rethink its strategy and rip-off the unique, local shops its been putting out of business for years.

The test store “will open next week, the first of at least three remodeled Seattle-area stores that will bear the names of their neighborhoods rather than the 16,000-store chain to which they belong.”

It will also sell beer and wine, “in the spirit of a traditional coffeehouse,” have live music, and “sell espresso from a manual machine rather than the automated type found in most Starbucks stores.” What will the store not have (aside from a soul)? The Starbucks logo.

Local coffee-shop owners are naturally asking, WTF?


Isaac Fitzgerald has been a firefighter, worked on a boat, and was once given a sword by a king, thereby accomplishing three out of five of his childhood goals. Formerly of The Rumpus and McSweeney’s and most recently the founding editor of BuzzFeed Books, Isaac is now the co-host of BuzzFeed News’ Twitter Morning Show, #AMtoDM. He also appears frequently on The Today Show to talk books, and is co-author of Pen & Ink: Tattoos and the Stories Behind Them and Knives & Ink: Chefs and the Stories Behind Their Tattoos (with Recipes) (winner of an IACP award), and the author of a YA novel and picture book forthcoming from Bloomsbury. He uses Twitter. More from this author →