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Starbucks Ventures into New Territory with Roy Street Coffee & Tea on 15th Ave E

Explore Starbucks' innovative move to open Roy Street Coffee & Tea on 15th Ave E, offering a unique, organic ambiance with recycled decorations. This new venture focuses on individuality, serving beer, wine, and food to attract high-end customers and rebuild Starbucks' specialty brand image.

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Starbucks Ventures into New Territory with Roy Street Coffee & Tea on 15th Ave E

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  1. Starbucks Ventures into New Territory Matt Wallace Kazandra King

  2. Roy Street Coffee & Tea/15th Ave E. Coffee & Tea • Inspired by Starbucks • Opened January 1st • Only two locations in Seattle area • Less cookie cutter feel • Have a more organic feel • Uses many recycled items as decorations in store

  3. The Big Difference • Roy Street Coffee & Tea/15th serves beer, wine, and more food • Stays open later • Starbucks is trying to attract the high end customer that may have ventured away. • Focuses on individuality

  4. Will It Work? • Starbucks tried similar strategy before • Using Roy/15th Ave. to rebuild image of a specialty brand • Caribou Coffee • Peet’s Coffee & Tea • Seems to be doing alright but too early to tell • Customer reviews are positive • Will they make the same mistake?

  5. Questions? Sources • http://www.reuters.com/article/idUSTRE6330N020100404 • http://news.starbucks.com/article_display.cfm?article_id=297 • http://seattletimes.nwsource.com/html/coffeecity/2010291075_starbucks_opens_roy_street_cof.html

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