Coffee review

High imitation of Starbucks? Nestle: it has been handed over to the legal department.

Published: 2024-02-29 Author: World Gafei
Last Updated: 2024/02/29, In recent years, Starbucks has begun to expand to third-and fourth-tier cities, and many coffee makers find their first Starbucks in their "small places" when they return home. Recently, however, on social platforms, one after another netizens have found that they have a "fake version" of Starbucks stores. Because they look so alike.

In recent years, Starbucks has begun to expand to third-and fourth-tier cities, and many coffee makers find their first Starbucks in their "small places" when they return home.

Recently, however, on social platforms, one after another netizens have found that they have a "fake version" of Starbucks stores. Because they look so much alike, it is not clear for a moment whether Starbucks has changed its name or whether it has run into a "fake store".

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It is observed that this kind of "high imitation Starbucks" is not only similar to the real store style, Starbucks' green "mermaid" Logo can be seen everywhere inside, and even the menu categories and prices are in Starbucks style, only the name (STARPER COFFEE) on the signboard is different from the original.

For this kind of "fake Starbucks", some netizens guess that this should be Starbucks Coffee Service (We Proudly Serve Starbucks), authorized by Nestle Coffee. In 2018, coffee giant Nestl é bought Starbucks' retail coffee business for $7.15 billion and won permanent global marketing rights. This means that Nestl é will then be able to sell packaged Starbucks products anywhere outside Starbucks stores.

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Starbucks Coffee Service is a franchise store, which is only allowed to use the word "Starbucks Coffee Service". The store configuration (equipment and raw materials) is provided by Nestl é and managed by the system, and Starbucks will check it regularly. The menu only allows the production of medium cups and classic 9 types of coffee (that is, you can't sell Frappuccino). Star cards cannot be used, cups and other periphery can not be sold, let alone on the takeout platform.

In addition, Starbucks coffee service stores are only allowed in closed places, such as hotels, libraries, office buildings, airport lounges, private hospitals and other leisure places with catering permits. And netizens found this kind of "high imitation Starbucks", the location of the store is very "publicity", obviously belongs to the street shop. Not only that, in this kind of "STARPER" stores, star ice music has also been renamed "Xing Bing Bing" for sale.

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In this regard, many netizens believe that if the Starbucks coffee service authorized by Nestle, it should not be rewritten in this way. Therefore, this is not a Nestl é franchise store at all, but a pure copycat Starbucks.

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According to the store's signboard (STARPER COFFEE), some netizens learned that the trademark (STARPER) was registered by a Shanghai-based quick recruitment company called Caitar supply chain, which is not owned by Starbucks or managed by Nestl é. According to the investigation, the application time for the trademark is in early June this year, and it is currently in a state of waiting for examination.

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As to whether it is related to Starbucks and Nestl é, some netizens contacted Nestl é China customer service by email and got a reply. Nestl é officials said that Kathar supply chain (Shanghai) Co., Ltd. does not have any contractual relationship with Nestl é (including authorized distributors). The company's trademark infringement has been transferred to Starbucks China's intellectual property team, which has also sought help from government departments to combat the trademark infringement.

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In addition to the above mentioned blatantly "listed" operation of "high imitation Starbucks", some netizens also found that they also bought a fake Starbucks in a scenic spot. When contacted with the person in charge of Starbucks coffee service, it was replied that it was indeed a fake store, saying that the store was not a Starbucks coffee service authorized by Nestl é and had been handed over to the legal department, and necessary legal measures would be taken after verification. Thus it can be seen that the phenomenon of pretending to be Starbucks coffee service is by no means unique.

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Picture from: Internet

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