星巴克新戰(zhàn)略：改名和賣酒
星巴克公司再出新招。據(jù)美聯(lián)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，并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，定于下周開張，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(qū)。
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.
星巴克定于本周二公布其第三季財報，由于對手的低價競爭（包括麥當勞，其麥咖啡現(xiàn)在銷售火爆），分析師大都預測其營業(yè)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.
咖啡咨詢公司Cafemakers的創(chuàng)始人安德魯·黑澤爾在接受美聯(lián)社采訪時稱，星巴克可能通過為門店改名來給公司變革提供一個試驗場，或者來吸引新的消費者。"在我看來，他們是在測試一個專業(yè)子品牌，來看看是否可以抓住一些其它的細分市場--一塊曾被大型連鎖店所拋棄的市場。"黑澤爾補充道，先開一家店"給了他們一個活生生的地方來快速測試菜單、店面設計，以及流程"，卻不會影響現(xiàn)有的"星巴克"連鎖店的營業(yè)。
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