星巴克新戰略：改名和賣酒進行包裝

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 星巴克

　　Starbucks Corp. is at it again. This time the coffee giant plans to remove its name from one of its Seattle-area stores and add alcohol to the menu, the Associated Press reported.

　　星巴克公司再出新招。據美聯社報道，此次這個咖啡巨頭打算將西雅圖一家店的店名撤換，並且在菜單上增加酒類。

　　The store will be called 15th Avenue Coffee and Tea and is set to open next week with a wine and beer offering in addition to coffee. The company also plans to open to two additional stores without the Starbucks name, and if the concept takes off, will consider expanding it to other areas。

　　這家店將取名為“第15大街咖啡與茶，定於下周開張，除了咖啡之外還將供應紅酒和啤酒。公司還計劃再開兩家不帶“星巴克”招牌的店，如果這種理念能被接受，將會考慮推廣到其它地區。

　　Starbucks is scheduled to report its fiscal third quarter financial results on Tuesday and analysts have largely predicted another sales decline, thanks to competition from lower-priced rivals, including McDonald's, whose McCafé line is in full swing。

　　星巴克定於本周二公布其第三季財報，由於對手的低價競爭(包括麥當勞，其麥咖啡現在銷售火爆)，分析師大都預測其營業額會再次下降。

　　Andrew Hetzel, the founder of coffee consulting group Cafemakers, told the Associated Press that Starbucks might be renaming the stores to provide a testing ground for changes and, possibly, to draw a new brand of consumer. "It looks to me that they are testing a specialty sub-brand to see if they can capture some other segment of the market that would otherwise be disillusioned by a large corporate chain," Hetzel said, adding that opening only one at first "gives them a live shop to test changes in menu offerings, store design and, perhaps, procedures quickly" without disrupting operating stores branded with the Starbucks name。