So when your business does the majority of it's business before 2pm over 70%...what do you do with the rest of the open hours? Well Starbucks is faced with that reality and has to find was to make money in those "off" hours. So they are testing a new "Bistro" concept in Seattle, free wifi, cheese and selling wine a beer. All of this in hopes to lure customers back in after work for an adult beverage and or more coffee.
So changing the logo and removing the name "coffee" is the first step in the transformation of what you know Starbucks to be in 2011.