Starbucks have updated their logo again removing the reference to coffee and zooming in on the double-tailed mermaid. One of the spokesmen said that it was done as a reflection of their diversification away from being a brand that is simply about coffee: “it’s possible we’ll have other products with our name on it and no coffee in it”. In the last few years market share has been shrinking as other large brands grow and local more individual coffee shops are preferred in some cities.
They claim that the brand has been devalued through its own success. There are too many Starbucks shops around, too many in the same city as they began to take business away from each other. Quality has slipped leaving room for competition from more exclusive chains which serve ethical quality coffee, and independents that aren’t two-a-penny. They also tend to serve better coffee.
On my trip to Portland and Seattle in the spring, I drank wonderful coffee from Stumptown Coffee Roasters of Portland, and Top Pot in Seattle. These independant shops were way better and felt more individual and unique than the cloned Starbucks experience. And they were generally cheaper too. In Plymouth, I tend to go to Caffe Nero, an italian style chain which is cheaper and much nicer tasting than Starbucks.
Starbucks kick-started the coffeeshop craze, but have they become victim of their own success?
A group of Christians want Starbucks to ditch their new logo on the left) because it looks too slutty. They think the two-tailed mermaid has is in a compromising position. Did I mention its a mermaid?
This is the sort of thing why Christians aren’t taken seriously – over-obsessing with pointless bugbears that bear no relevance to anything and that look like they’re spoiling other peoples fun, rather than truly engaging with culture in order to help people know God.
How does protesting about a coffee shop logo share the love of Jesus?