Starbucks Stores without the Starbucks Names

Starbucks is opening a number of stores in Seattle under the 15th Avenue Coffee and Tea banner. You can see some photos of the new store. Apparently it will also be possible to buy beer and wine at these new stores.

It seems like an interesting strategy to take a recognized brand name like Starbucks off your store front. I guess they are hoping that consumers will flock to these new stores as a Starbucks alternative. Just like those of us in Ottawa who head to Bridgehead.