The popular coffee chain Starbucks has reopened in Russia under the new name Stars Coffee. The assets of the foreign company were bought by musician Timur Yunusov, known as Timati, and restaurateur Anton Pinsky.
When will new Starbucks open in Russia?
Before closing, Starbucks had 130 outlets in Russia. The presentation of the first coffee house after the rebranding took place on August 18. The point on Novy Arbat opened its doors at 16:00. Another 10 will resume work from August 22 to 28, and all points – until the end of September. In addition to the former premises, businessmen intend to open additional coffee houses, about 200 establishments in total.
The updated network has already introduced a new logo. Now, instead of the usual mermaid, it depicts a girl in a kokoshnik with a five-pointed star. Rospatent received applications for registration of new trademarks: Stars Pinskiy Coffee, Stars Coffee and Stars Kanokov Coffee.
Appeared at a new network and the site. The slogan “The best coffee is with you again” is placed on the main page. In addition, the establishments promise visitors “skillfully prepared coffee” and “the best atmosphere.”
Jobs and salaries of employees are fully preserved.
What will the new Starbucks menu look like?
The assortment presented in coffee shops will retain classic positions such as espresso, americano, cappuccino, hot chocolate. The menu also includes signature drinks — Americano Spicy Citrus, Strawberry Matcha Latte, Lavender Raspberry Pie Latte, and others. There is also tea.
It is possible to prepare coffee drinks with alternative milk: coconut, almond, oat or soy. The lowest price for a drink is 160 rubles, the most expensive can be bought for 395.
It is planned to purchase milk and syrups from Russian suppliers. Coffee beans for establishments will be delivered from Latin America and Africa, the network is working on launching its own roasting. On glasses with coffee, they will still write the name of the customer. The system will be improved later. Hand lettering will replace thermal printing.
Dessert can be taken along with an invigorating drink. The window of the newly opened coffee shop has mango, chocolate, berry tartlets, raspberry and chocolate cookies, and cakes in the shape of the new coffee shop logo. For those who prefer a savory treat, croissants with salmon, chicken, salads, pasta and several types of pita are served.
Unlike the original Starbucks, the food will be prepared on site rather than delivered as frozen meals. In addition, the new owners intend to open two or three points of a new, premium format. In such establishments, alcoholic drinks will be included in the menu. In addition, coffee shops with a large area will be divided into two parts: one will house Stars Coffee, and the other will house Pinsky and Timati’s Red Box restaurants of Asian cuisine.
What problems may arise for new Starbucks coffee shops
Lawyers interviewed by Izvestia suggest that the new chain may face claims from Starbucks because of the similar logo. Anzhelika Reshetnikova, head of the Intellectual Property practice at the KIAP Law Office, clarified that the image is confusingly similar to the trademark of Starbucks Corporation. For the same reason, Rospatent may refuse to register the mark for Timati and Pinsky.
“It is important to understand exactly what conditions in the contract for the transfer of intellectual property rights were prescribed by the parties. If the new owners have not received any rights to the Starbucks brand, the copyright holder has every chance of success in court, ”the Izvestia interlocutor noted.
In turn, Roman Sklyar, managing partner of the law firm Intellectual Capital, explained that the new logo will be evaluated according to the criteria of phonetic, visual and semantic matching with the symbol of an American company. In his opinion, the likelihood of litigation is not so great, since logos have a number of different elements, including colors, word elements and fonts. In addition, as Sklyar pointed out, the two emblems depict completely different characters: a mythological mermaid and a girl in a national costume.
Timati and Pinsky explained that the establishments will be as similar as possible in a number of ways to the Starbucks that Russians love, but the new owners intend to work on the quality of food, drinks and service in order to make the chain even better.
Last week, the head of the Roschaikofe association, Ramaz Chanturia, told Izvestia how the departure of foreign companies would affect the Russian coffee drinks market. In addition to Starbucks, the German brand Tchibo GmbH, the Swiss Nestle, and the Italian Lavazza left the Russian Federation. However, according to the expert, the damage to the market will be insignificant and the balance will soon be restored.
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