When the Starbucks chain changed hands to Timati, the Russian rapper, and Anton Pinsky, a well-known restaurateur, the brand faced a clear challenge: how to draw in a new wave of customers. This shift in ownership prompted a strategic rethink about who Starbucks is for in a modern market and what it should offer beyond its classic coffee appeal. An industry observer, Andrei Tretyakov, spoke about the transition in a recent interview, outlining how the new leadership would need to reposition the brand while honoring its roots.
Tretyakov emphasized that a full rebrand would affect every layer of the business. While longtime patrons may still gravitate toward the familiar feel of the existing locations, a large portion of the audience would require a fresh experience to re-engage with the chain. In his view, the move was not just cosmetic but strategic: redefining branding, choosing a new market position, and realigning the customer journey to suit contemporary preferences and expectations.
The analyst predicted that the involvement of a high-profile personality would play a significant role in attracting attention. The public profile of a celebrity can create a halo effect that elevates interest and curiosity, which, in turn, can translate into foot traffic and early brand exploration.
Beyond marketing hype, Tretyakov pointed to the potential social impact of the acquisition. Keeping local staff on the payroll was highlighted as a positive outcome, underscoring a commitment to jobs and the broader community during a time of corporate transition.
Under the new leadership, the Starbucks experience was set to evolve in notable ways. A completely redesigned menu would introduce new items alongside existing favorites, carefully balancing familiar comfort with innovative offerings. Alongside the menu, the brand’s visual identity was slated for a makeover. The iconic siren would be replaced with a distinctive new emblem described as a bear brick, an element that invites a playful, modern interpretation and signals a bold break from the previous design language.
The changes reflect a broader trend in which global brands experiment with identity to stay relevant in diverse markets. By combining a refreshed product lineup with a refreshed visual cue, the new Starbucks aims to create a cohesive experience that resonates with current consumer tastes while preserving the essence that loyal customers value. This approach seeks to bridge nostalgia with new energy, inviting both longtime fans and new visitors to discover what a reimagined brand has to offer.
In conversations about the direction of the company, Tretyakov also noted that leadership was actively exploring various naming variants within the broader network in Russia. This suggests a careful, phased strategy to market positioning, ensuring that the rebranding aligns with local expectations while maintaining a consistent global narrative. The goal is to establish a strong presence across regions, leveraging Timati’s public persona and Pinsky’s hospitality expertise to craft a distinct, recognizable brand voice without losing the universal appeal that has made Starbucks a familiar name for coffee lovers everywhere.