星巴克新战略：改名&卖酒

Starbucks Tests A New Tactic Starbucks Tests A New Tactic

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。据美联社报道，此次这个咖啡巨头打算将西雅图一家店的店名撤换，并且在菜单上增加酒类。

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.

这家店将取名为“第15大街咖啡与茶，定于下周开张，除了咖啡之外还将供应红酒和啤酒。公司还计划再开两家不带“星巴克”招牌的店，如果这种理念能被接受，将会考虑推广到其它地区。

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财报，由于对手的低价竞争（包括麦当劳，其麦咖啡现在销售火爆），分析师大都预测其营业额会再次下降。

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.

咖啡咨询公司Cafemakers的创始人安德鲁·黑泽尔在接受美联社采访时称，星巴克可能通过为门店改名来给公司变革提供一个试验场，或者来吸引新的消费者。“在我看来，他们是在测试一个专业子品牌，来看看是否可以抓住一些其它的细分市场——一块曾被大型连锁店所抛弃的市场。”黑泽尔补充道，先开一家店“给了他们一个活生生的地方来快速测试菜单、店面设计，以及流程”，却不会影响现有的“星巴克”连锁店的营业。