Starbucks has announced that it is testing a new concept in its hometown of Seattle (where it all began).
It is changing the name of one of its locations--to a neighborhood-friendly "15th Avenue Coffee and Tea" and will be serving wine and beer alongside its coffee and tea.
If successful, the company says it will expand this new concept.
"It's interesting," said Morningstar analyst R.J. Hottovy, "especially since the Starbucks brand has been such an integral part of their success."
The test is clearly examining an innovative sub-brand strategy to counter-act the pushback by some customers disillusioned by a large corporate chain.
