Starbucks Opens Another Incubator Cafe

Starbucks has been quietly (as quietly as they can) adding a few incubator innovation cafes in Seattle trying to get their groove back and grow revenues from their coffee-intense real estate investments. Last summer, a new Starbucks format surfaced, without the Starbucks name, but instead a simple back to earth name; "15th Avenue Coffee and Tea".

Now they are opening another location, complete with adult beverages that will help the company experiment and grow - Roy St Coffee and Tea. If disciplined the approach is admirable, and growing the business in new and venturous ways is the only way a high quality company can become a "great company" - in Jim Collins parlance.

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