Starbucks brand set for major overhaul

Photo by iirraa



With the Starbucks Corp starting to report profit losses in certain pockets of the globe (ie - battling tough competition from brands such as McDonalds and Tim Horton), the ultra trendy coffee brand is fighting back with a major revamp of its 'Seattle's Best' brand in hopes of gaining back profitability.
Starbucks Corp announced that they will be increasing availability of the brand from 3,000 locations to 30,000 by the end of the year (some cinemas in the states will soon be serving the brand, could it reach cinemas this side of the pond too?)
With Starbucks having to cut jobs and close underperforming stores to make up profits, is this a good idea?