The Death of the Global Brand

Emma Cochrane - November 18, 2016

Did you hear about the new coffee shop in the Byward Market? It’s got siphon-brewed coffee, nitro cold brew, quality beans from all around the world, a cozy interior, some of the best baristas (sorry. Coffee Masters.) in town, and it even becomes a beer and wine bar at night.

It’s called Reserve Bar, but it’s also called Starbucks.


If you’re a coffee snob to any degree that probably changed your perception. To the average North American, Starbucks has become associated with high school baristas, sugar-packed drinks, cold sandwiches, and copy-paste interiors. Are these less-than-stellar perceptions carrying over to Reserve Bar? If so, we have to ask why this new location is displaying its lineage. Alone, Reserve Bar can use its good looks and promising offerings to snag the local market that considers even Bridgehead to be a little too mainstream. Maybe that’s deceptive, but it’s what your favourite brands are doing. You like Haagen Daaz; you don’t like Nestle.

I’m not saying that I’ll boycott Reserve Bar. I’m just saying that big names are beginning to do more harm than good to the customer’s point of interaction.  

It’s time to kill the Global Brand.