City News Desk - by Leanne Bennett
Starbucks have warned that trading conditions are tough with less people on the high streets since early January, with the managing director of Starbucks Darcy Rymer claiming “for all retailers its a tougher place out there” during the launch of a new logo in central London.
Starbucks celebrated its 40th anniversary by launching a new logo to the media at the flagship Brompton Road store in Knightsbridge. The transformation of Starbucks is revealed not only in the re-design of the Brompton Road store but a rebrand of its famous ‘siren’ logo. The new logo reflects ‘liberating the siren from the circle’ according to Lawrence Winch, the UK and Ireland coffee barista.
Darcy Wilson – Rymer, Managing director of Starbucks UK said:
“Each individual store will reflect the specific area the Knightsbridge store is contemporary and unique, the perfect place to unveil the transformation of Starbucks.”
Darcy; explained ‘the 40th anniversary is “a chance to look back and celebrate what has made us so successful and it is also a chance to look forward and continue to grow by asking the customers what they want”
As part of Starbucks continuous growth, with 736 shops in the UK, the company showcased a range of new products; ‘Coco Cappuccino’ is the signature coffee for the 40th anniversary, ‘this is simply putting a spin on the classic mocha’. There is also the ‘Starbucks tribute blend’ a full- bodied aged blend and a range of new mini cakes.
The 40th anniversary also unveiled a new partnership between Starbucks and “UK Youth. Starbucks”, which focuses on ties with local communities and a wider programme launching in the UK launching on the 5th April. Various communities across the UK will take part in this special day with the aim to ‘equip people with new skills’ and just do ‘something a little bit different’ to help out. This facilitates its relationship with communities which is ‘relevant to Starbucks as a company’ according to Darcy Wilson-Rymer.
photo credit: Baristas celebrate Starbucks 40th anniversary by unveiling its new look and logo at Knightsbridge’s Brompton Road – the new logo will feature on store signs, its new mugs and takeaway cups. London joins Paris, New York, Seattle and Beijing to showcase the new look and new logo.