Turns out Starbucks just wasn’t ubiquitous enough.
The Seattle-based java purveyor has released the details of its plans to expand its luxury-leaning menu to about 3,000 stores next year. Financial website Daily Finance reported the move is part of Starbucks’ plans to increase revenue in the next five years.
“Starbucks says it has a five-year plan to double its U.S. Food revenue to more than $4 billion through the menu expansion, as Fortune reports,” the Daily Finance said. “It expects the new evening menus, with wine and beer, to bring in an additional $1 billion next year.”
The specialized food program is already offered at several locations across the United States and is known as “Starbucks Evenings”.
The menu is available after 4 p.m., according to Starbucks’ website, and includes a host of gourmet food, wine and beer.
According to Starbucks’ site, there are 32 locations in seven cities offering the special menu: Orlando, Washington D.C. (Dulles International Airport), Portland, Atlanta, Los Angeles, Seattle and Chicago.
Menus for five cities are available at the company’s website.
Starbucks Seattle’s evening menu includes a Prosecco; a Brachetto; white wines from Washington’s Chateau Ste. Michelle, Oregon’s Erath and California’s Ferrari-Carano; and red wines from California, Oregon, Argentina and Washington.
There are minor variations in the wine menus in each city.
All wines are from the United States, Argentina, Italy or New Zealand.
According to the menus, food offerings are the same at every location. The culinary offerings depart from the traditional Starbucks arsenal of sweets, sandwiches and salads.
The Evenings program includes a brie plate, a grilled vegetable plate, Parmesan-crusted chicken skewers, bacon-wrapped dates, truffle macaroni and cheese, chicken sausage, artichoke and goat cheese flatbread and truffle popcorn.
The changes were presented at Starbucks’ shareholders meetings this past week and will also include an expanded lunch menu and mobile ordering.
In addition to these changes, Fortune reported the company will “debut express stores, coffee trucks and upscale ‘reserve shops'” in order to reach a wider audience.
“Such efforts are part of the world’s biggest coffee chain’s plan to broaden its appeal as a destination with consumers who are spending more time shopping online rather than in malls and Main Street stores,” Fortune reported this past week.
According to Fortune, Starbucks has 21,000 shops worldwide and is forecasting its 2019 revenue to reach $30 billion.
Source: Snooth – Articles