Image and brand name usually help but not always. I grew up in a very Italian neighborhood and a few years back they tried opening a Sbarro chain pizza joint. It went under in a couple of months. There were just too many good, mom n' pop pizza joints in the neighborhood.
There's a doughnut shop called Voodoo Doughnut that I read about recently in Fortune or Money or something. They offer unique doughnuts, have cool in-store events and since opening they've put several big name doughnut shops out of business in their surrounding area. They've made their doughnut shop into a destination.
If the coffee shops are worried about Starbucks moving in they should do their homework and offer the customers what Starbucks can't and they'll survive.
And if Rupert is right and no one in the neighborhood wants it they have nothing to worry about.
I agree. If the little independent coffee shops go out of business it's because their customers are abandoning them in favour of another coffee house - in this case, Starbucks (which also started as an independent place and did something right). How is that Starbucks' problem?
If Voodoo Donuts decideds to expand and opens up a branch next to a little independent donut shop which then goes out of business, fair play to them. If they continue that expansion and eventually get big enough for Rupert Everitt to protest their existence, I will applaud them.