NEW YORK — Starbucks said Thursday it is wiping its name from one of its Seattle-area stores and adding alcohol to the menu. The Seattle-based coffee chain said it is changing the name of one of its existing stores in its hometown to a name that reflects the neighborhood location.
The store, to be called 15th Avenue Coffee and Tea, will open next week and also serve wine and beer. Two more Seattle-area stores are to follow.
The chain said if the rethought coffee shop is a success, it will consider replicating it in other cities.
“It’s interesting,” said Morningstar analyst R.J. Hottovy, “especially since the Starbucks brand has been such an integral part of their success.”
But, Hottovy said, the brand is considered “premium,” and therefore expensive, by consumers in a tight economy.
