Starbucks hit a major slump during the second half of last year, with many boycotting the coffee chain. However, could the international coffee chain be facing a rebrand to lure back customers?
The Dublin Airport official Twitter account recently shared about a newly opened coffee shop within the terminal called ‘Vista Coffee’. While the airport in Ireland was excited to share the news with its followers, many netizens noticed a familiar name on the digital menu. Netizens pointed out that the screen above the counter shows the Starbucks menu, leading many to believe that Starbucks had rebranded to Vista Coffee as a front to win back customers after facing an international boycott.
The rebranding claims quickly went viral, with many netizens, including Malaysians, sharing their reaction to the issue. Many slammed Starbucks for simply rebranding to save their company instead of retracting their support for the Israeli government in the ongoing Palestine-Israel war. Some even alleged that the rebranding strategy may happen in other countries, so locals should keep a lookout if any Starbucks outlets start changing to Vista Coffee.
Despite the public outcry, Dublin Airport asserts that Vista Coffee is not a rebranding for Starbucks. According to a statement made by a spokesperson, the Starbucks outlet that previously occupied the space closed at the end of December following the end of their contract. The airport explains that Vista Coffee is a temporary coffee shop operating under a generic brand to offer customers another coffee shop option before a new operator takes over the space.
As for the menu, the airport said that Vista Coffee is using Starbucks’ fixtures and fittings as part of an agreed-upon deal. However, they also mentioned that Starbucks is temporarily supplying the new coffee shop with their products – but did not clarify whether it was the menu or non-consumable items like utensils.
What do you think about Vista Coffee? Do you believe that it is just a front for Starbucks? Or is this merely an independent coffee shop getting caught up in speculations?
Sources: Twitter (1)(2)(3), Lovin Dublin
