Secret Starbucks

What the? Starbucks is introducing 'unbranded' stores? 'Stealth cafes'? Starbucks, Starbucks, Starbucks... I love ya, but just don't see how this will work.

People who like Starbucks will go to you whatever branding you've got. People who *don't* like Starbucks may go once, but if they find out the 15th Avenue Tea & Coffee is actually the evil empire of coffee, they're not only unlikely to come back, it will just reinforce the idea of a sneaky company, doing whatever it can to capture sales.

And as for the bit about these stores being more community focused -- erm, can't Starbucks do that anyway? How does the corporate branding and Starbucks name impede having local poetry readings or other events and activities specific to the area? The good Starbucks do those things already -- like one near us that has a special children's play area and hosts mother & baby groups.

Finally, from a financial standpoint, I can't imagine these little local cafes are scalable -- there will be no economies to be gained from rolling out this concept in cities across the country / world. So each one will be similar to launching a brand new cafe, which needs to build a brand new customer base, with brand new design and brand new brand. Or they'll replicate the idea from place to place, which will make them, um, another Starbucks. So much for the local stealth idea.

As a Starbucks lover, I hope I'm wrong... but this just doesn't seem the best way to go.

PS -- any Seattlites reading this (and I can think of 2), can you send me a picture of any of these new cafes when they open, if you happen to find one, hidden as they are?