FOOD & DRINK

Starbucks has been squeezed out of the high-end coffee market by McDonald's and other fast food businesses who are creating cheap and tolerable versions of their popular brews. As a counter to losing some of its exclusive market, the Seattle-based brand moved downmarket to take on the fast food emporiums by selling sandwiches, a move, which rolls Starbucks into the melee of generic convenience fodder.

The opportunity is now to take the brand back into its lofty market position by offering customers a unique high-end experience. The company is already experimenting with two test stores in Seattle.

Some of the up-market features includes: 

• New look and feel. The stores, based on an Italian cafe model, are outfitted in eco-chic with metalwork and industrial fixtures made by local artisans, over-stuffed seating and counters made of reclaimed wood.
• New menu. Coffee is not enough, anymore. The test outlets also sell beer and wine.
• New Name. Forget Starbucks. These stores are named Roy Street Coffee & Tea and 15th Street Coffee & Tea.
• Movies and Music, Too. Roy Street shows indie films, mostly shorts, and both locations serves up local bands and DJs with your espresso.

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