The newest move by Starbucks to un-brand a few of it’s Seattle locations has me puzzled. The pilot program’s goal is to create more of a community identity at select locations.

This began with Seattle’s 15th Avenue East store which was unveiled as 15th Avenue Coffee and Tea last week. Conspicuously absent in the decor is the Starbucks logo. Even the individual coffee bags carry 15th Avenue branding. Other changes include selling beer and wine, hosting live performances and using manual espresso machines. Starbucks plans to duplicate this exercise in two other Seattle locations in the near future.

While I applaud their efforts to bring more of the local neighborhood into their stores, I can’t help but see this as exactly the sort of move that will attract criticism from the new customers they are seeking to attract. Reports of the rather obvious surveillance they performed at independent coffee shops in Seattle this past year doesn’t help matters either.

I love independent coffee shops. I seek them out them whenever possible to support their existence and take part in the unique twists they provide to the coffee experience. I also enjoy Starbucks, but for completely different reasons. The predictability of the experience is it’s appeal in this case. If I’m in a hurry or just need tolerable coffee without the frills, I know where to go.

To target audiences in both camps with the potential of a hybrid solution seems risky. Then again, early critics never thought U.S. consumers would shell out $4 for a cup of coffee either. Starbucks may still have some surprises up its apron.

I’d love to hear your opinions. Please share them in the comments.