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    Starbucks Tests New Identities

    The coffee-shop giant is dropping its household name in some Seattle area stores.

    SEATTLE -- At least three remodeled Seattle-area Starbucks stores will bear the name of their neighborhoods rather than that of the 16,000-store chain to which they belong, reported the Seattle Times.

    One such shop—now named 15th Avenue Coffee & Tea—was slated to close at one point last year but is being remodeled in Starbucks' new rustic, eco-friendly style. It will open next week, the first of at least three remodeled Seattle area stores that will undergo a changed identity. The names and locations for the other two shops have not been finalized.
    The new names are meant to give the stores "a community personality," said Tim Pfeiffer, senior vice president of global design. Starbucks' logo will be absent, with bags of the company's coffee and other products rebranded with the 15th Avenue Coffee and Tea name.

    If the pilot goes well in Seattle, it could move to other markets, according to the Times report.

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