We haven't heard a peep out of Peet's yet, but isn't that new non-Starbucks Starbucks on Cap Hill a trademark infringement? It's a legal issue Starbucks knows well, having come down with both feet on mom-and-pop operations with even slightly similar logos - Charbucks, HaidaBucks, DoubleShot, even Star Bock beer.
Howard Schultz's new anti-Starbucks - an attempt to shed some of the corporate-image baggage and emerge as a neighborhood hangout - is evolving on the spot where a Starbucks already stood, with a new decor and name change: 15th Avenue Coffee & Tea, on 15th Ave. E. That sounds a lot like the Peet's chain's Coffee & Tea on 15th Avenue - 15th Ave. W., its new Interbay store. For sure, a name that similar would have Starbucks' legal team assembling: the company once sued an Oregon coffee shop merely named after its owner, Sam Buck.
At the least you have to figure that, somewhere out there in supersaturated latteland, a 15th Avenue Coffee & Tea already exists. Ahhh, we await the sweet aroma of revenge.