Darcy Willson-Rymer, Starbucks managing director for the UK and Ireland, said the chain has put a little too much process into its UK stores while building up the 750-store chain.
As a result Starbucks is set to ditch its distinctive beige and green store design. They will be replaced with brighter colours and more focus on local identity.
Speaking to the Independent, Willson-Rymer, who joined Starbucks in August, also said the company needed to pay more attention to its food offering to reflect changing tastes. As a result it is planning to trial less fattening snacks such as porridge and carrot sticks.
Willson-Rymer said: "The thing that needs to be the same in every store is the latte, the cappuccino, the product and the culture of coffee tastings and knowledge."
Willson-Rymer's plans dovetail neatly with trials in Starbucks home market where it is trialling non-branded stores in Seattle.
The trial stores use the address of the cafe in its branding, for example one is called 15th Street Coffee and Tea, while the products are also non-branded. One of the stores will feature live music and poetry readings.
Senior vice-president for Starbucks Tim Pfeiffer said the stores aimed to reflect the local community more than the chain’s regular stores.
Comments
Brand is about a feeling it comes from people, those who interact with it, the people who are the brand, the people create brand linkage by creating the same taste and smells, and visual communications. Starbucks has gone wrong because Starbuck's people have lost their way. The stores are dirty, the staff less than helpful, the products too expensive. Starbucks needs a total rethink starting with the, as always, its people and motivation. Coming up with brand localisation and non branded stores is absolute nonsense. Brand is still everything, it has to be in tune with public and therefore must always reflect the region and country it is in, but that is more about the regional customs of people and their attitudes to religion, cleanliness, taste etc \(in the case of a coffee shop). The brand is still the reason Starbucks are able to charge a premium and provide that 'Starbucks' feel. If that has been lost you are buggered guys... going for an unbranded solution now you have lost it... say goodbye to Starbucks everybody!!!!
The most astonishing thing is that it's taken them so long to state the bleedin' obvious. And the coffee is still the worst on the high street.
Thats a good shout, Consumers are more and more wanting an 'experience' rather than just a commodity. Playing on the the local culture and implementing it in store is a great idea, especially when you take into consideration there is a Starbuck on every bloomin corner! It will be a good way to get a wide variety of different store experiences.
Caramel Mochiato please!
the last time i popped into a starbucks, i left with an unpleasant feeling in my mouth. it wasn't from their upholstery i can tell you.
Starbucks need to seriously think about the cleanliness of their outlets. I am disgusted by the state of the outlets in Newcastle Upon Tyne and feel it would be worth their while to look at the basics first!
Secondly, I do prefer to support unique cafes with a bit of culture and would certainly choose one of those over a Starbucks. Unfortunately people get sucked in to brands and think they are far more wonderful than they actually are, i'm also thinking of Costa and Pret......
This idea could work really well, if executed with the right approach. The worrying thing is the coffee and the service are terrible so will some pretty new signs and a couple of bowls of porridge do the trick? I think not.
Starbucks will always be just Starbucks no matter what local experience they try to put in. I'd have it up there with the most 'hated' brand in the UK, Macker D's.
Comments
Stuart Greenfield - 18/09/2009
Brand is about a feeling it comes from people, those who interact with it, the people who are the brand, the people create brand linkage by creating the same taste and smells, and visual communications. Starbucks has gone wrong because Starbuck's people have lost their way. The stores are dirty, the staff less than helpful, the products too expensive. Starbucks needs a total rethink starting with the, as always, its people and motivation. Coming up with brand localisation and non branded stores is absolute nonsense. Brand is still everything, it has to be in tune with public and therefore must always reflect the region and country it is in, but that is more about the regional customs of people and their attitudes to religion, cleanliness, taste etc \(in the case of a coffee shop). The brand is still the reason Starbucks are able to charge a premium and provide that 'Starbucks' feel. If that has been lost you are buggered guys... going for an unbranded solution now you have lost it... say goodbye to Starbucks everybody!!!!
sue turner - 18/09/2009
The most astonishing thing is that it's taken them so long to state the bleedin' obvious. And the coffee is still the worst on the high street.
Lee Barnes - 21/09/2009
Thats a good shout, Consumers are more and more wanting an 'experience' rather than just a commodity. Playing on the the local culture and implementing it in store is a great idea, especially when you take into consideration there is a Starbuck on every bloomin corner! It will be a good way to get a wide variety of different store experiences. Caramel Mochiato please!
Stanley - 21/09/2009
the last time i popped into a starbucks, i left with an unpleasant feeling in my mouth. it wasn't from their upholstery i can tell you.
chrissie beatty - 23/09/2009
Starbucks need to seriously think about the cleanliness of their outlets. I am disgusted by the state of the outlets in Newcastle Upon Tyne and feel it would be worth their while to look at the basics first! Secondly, I do prefer to support unique cafes with a bit of culture and would certainly choose one of those over a Starbucks. Unfortunately people get sucked in to brands and think they are far more wonderful than they actually are, i'm also thinking of Costa and Pret......
celio 55 - 23/09/2009
This idea could work really well, if executed with the right approach. The worrying thing is the coffee and the service are terrible so will some pretty new signs and a couple of bowls of porridge do the trick? I think not.
John Gallen - 23/09/2009
Starbucks will always be just Starbucks no matter what local experience they try to put in. I'd have it up there with the most 'hated' brand in the UK, Macker D's.