That Once-Counterfeited Starbucks Logo Has Appeared Here...

The Rise of "Starbucks" Lookalikes: From Venezuela to American Universities

In late December 2021, a "Starbucks Coffee" in Caracas, the capital of Venezuela, drew considerable attention from online communities. Now the same logo has turned up not only in Venezuela but on an American university campus as well. For anyone who was struck by the counterfeit "Starbucks," this development may raise a few eyebrows.

According to local media reports in Glenville, West Virginia, a coffee shop named "We Proudly Serve Starbucks" recently opened in a corner of the Glenville State University campus. The shop officially opened to the public on August 15th local time, and students and faculty had already sampled its offerings.

From the images in the report, the logo printed on the shop's paper sleeves carries an additional line reading "WE PROUDLY SERVE" above the familiar Starbucks logo. The design bears a striking resemblance to the Venezuelan counterfeit "Starbucks Coffee" that Coffee Workshop previously reported on.

Earlier, on-site media visits revealed that the Venezuelan "We Proudly Serve" shop displayed the green mermaid logo on its windows. Employees wore short-sleeved shirts and green aprons printed with the counterfeit Starbucks logo. Drink prices were significantly lower as well, by more than half compared with authentic Starbucks products.

Venezuela was once a wealthy country, but its economy began to decline starting in 2014, and water shortages, power outages, and empty store shelves became common occurrences. Even so, the Venezuelan people still yearn for the "high-quality" life they once enjoyed. That is why, despite knowing it was a counterfeit "Starbucks," locals still took photos and posted them on social media to show off.

Official Response and Clarifications

When a brand is openly copied, Starbucks Corporation naturally moved quickly to clarify: it has not opened any stores in Venezuela.

As for the "We Proudly Serve" logo, according to official information from Nestlé, it actually stands for "Starbucks Coffee Service." The Starbucks Coffee Service program is based on the global partnership between Starbucks and Nestlé, a coffee beverage solution delivered by Nestlé and its directly authorized distributors through channels outside of Starbucks stores.

The difference between Starbucks Coffee Service and Starbucks Coffee is that the former is a service launched by Nestlé leveraging Starbucks' brand influence, not an actual store, while the latter refers to Starbucks' own company-operated stores.

The American University Connection

According to Glenville State University's official website, the "We Proudly Serve" coffee shop on campus has no connection to the Venezuelan counterfeit "Starbucks." The service was established in August of the previous year through an agreement with partners.

Faculty and staff at the university said in media interviews that the arrival of the coffee shop provides a convenient place for teachers and students to socialize and enjoy coffee, improving the campus learning environment.

The Venezuelan Counterfeit's Fate

As for the Venezuelan counterfeit "Starbucks," media reports in mid-January this year indicated that just one day after Nestlé issued its statement, the accused coffee shop covered up its brand logo and closed its premises. The head of Venezuela's National Commerce and Services Commission issued a stern statement regarding the country's counterfeit "Starbucks," and Venezuelan legal experts have stated that local businessmen imitating well-known international brands is not legal.

Image source: Internet

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