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Starbucks Franchisees Goes "Independent" Cafe Mode

Starbucks has been hit by the recession so hard that its sales plummeted beyond company projection.

Hundreds of stores and thousands of job cuts were necessary to keep the company running and one of the newest gigs the company sees to keep its head above water was to put up small-town cafe.

Following massive profit loss and job cuts in recent months, coffee giant Starbucks and several of its franchisees are now shifting to small-town or “independent” café stores by cropping away big company logos and other familiar corporate signs to ward-off the stigma of the recession.

Starbucks, which was one of the hardest hit in the recession, have opened a “new” store in Capitol Hill, Seattle on Friday with a little twist. The new store, located at 15th Avenue, is nothing similar to any Starbucks outlet and without any trace to the company.

The store only have a small print (Starbucks inspired) on the door, no other clue would lead customers into the conclusion that it was put up by the coffee company.

Café project manager D. Major Cohen said that they make beverages and other refreshments in the café using traditional espresso machines and French presses. He added that the “new” concept was more sophisticated and spacious compared to Starbuck coffee shops.

However, Cohen said that they are still using Starbucks variety coffee beans. But the only difference is the serving and the roasting process, saying that they roast the beans on a small batch rather than large bulks for better quality.

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