Starbucks Renames Several Stores

The Seattle Times reports that Starbuck is conducting a test to remove the name and mermaid logo from at least three of its Seattle stores..
The Starbucks corporate logo will be rebranded with the 15th Avenue Coffe and Tea name. THe pilot comes at a time when large casual chains are suffering from sluggish sales and slower foot traffic.

Source Edit :- Yumsugar
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It is just a gimmick or really that Starbucks want to change their market.Or rebranding for their store??
Maybe it just involved Seattle or all franchaise worldwide..If yes, then it will make a franchaisor worried ..

There's so many question to answer by them

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