Rebranding Of Russian Starbucks Unveiled With Copycat Look

In May, coffee chain Starbucks announced that it will exit the Russian market, promoting its places to native buyers. The sale of Starbucks’ 130 shops was completed final month to restauranteur Anton Pinskiy, with Russian rapper Timati and the Sindika holding firm. 

The new operators have shortly rebranded the coffeehouses, calling the new-old chain “Stars Coffee.”

Following a technique much like McDonald’s rebranding in Russia, the brand new coffee store house owners intentionally tried to supply customers with some sense of continuity. The brand retains a round form, however as an alternative of a siren, a long-haired lady is carrying a star-decorated ushanka. An engaging shade mixture of turquoise and brown replaces Starbucks’ signature black and inexperienced. Cups come equally styled to the Siren’s, with the emblem dominating the entrance however within the new shade palette. Much of the beverage menu stays the identical, with classics like lattes, mochas, frappes, flat whites, and caramel macchiatos.

Stars Coffee deviates from Starbucks’ bland model perspective with one thing extra avant-garde. While Starbucks within the US is extra like fast-food and mass attraction, Stars Coffee is extra adventurous, hipper, and upmarket.

Like Starbucks, Stars Coffee additionally has an app and stars rewards program. It’s unclear if Starbucks’ measurement naming conference stays or if Stars Coffee is sticking to a extra standard small, medium, and enormous. Screenshots from the app web page use Starbucks’ tall, grande, and venti sizes, however the menu on Stars Coffee’s official VK web page appears to point in any other case.

Unlike the prepacked, shipped, frozen, and often terrible meals Starbucks serves within the US, Stars Coffee’s meals choices look contemporary and appetizing.

So far, Stars Coffee has opened one Moscow location, giving Starbucks followers a sneak peek on the model’s alternative. 

Editorial photograph



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