Now I don’t know exactly what’s going to happen in these unbranded coffee shops but my gut says they are solving the wrong problem.

I’m not a Starbucks hater but I do prefer getting coffee from my local independent. Why? Because Darren, the owner, actually wants to know my name and have a chat and those that work in Starbucks are told to, probably through some horrible training manual. Starbucks just can’t compete on personal service and make its staff care. I’m not saying they don’t care at all, just not as much as Darren. Making stores unbranded will not change this.

Full marks to Starbucks for trying, but it just doesn’t feel particularly authentic when they create this chain of people who each shout out your name and order every time a cup gets passed along. First up by the time it gets to the end my name has changed, but it’s as if they are announcing it to everyone else apart from me.

If I was Starbucks I would do more ‘doing stuff’. Like its live music, book clubs and coffee tasting activities – but different. The problem they have had in the past is that these activities are really about getting column inches and the perception of being more about the local community. Check out the little Starbucks event/store locator, I couldn’t find anything happening in London or Sydney, not even in Seattle.

Starbucks needs to whole heartedly handover its stores to the community. Size and location are the main selling points for Starbucks, make the most of it rather than feeling bad. How many people would love to host something in these pieces of real estate? Let customers run everything and change the emphasis so it’s honestly about the local community. Authentic people, make authentic brands.