Starbucks 'Evening Day-Part' Concepts Offer Wine, Beer & More
Katherinev123 — January 24, 2012 — Marketing
References: seattletimes.nwsource & brandchannel
Now, in addition to coffee and small snacks, you'll be able to enjoy wine, beer and premium foods at new Starbucks 'evening day-part' locations. The Starbucks 'evening day-part' concepts -- "day-part" refers to the time between the mid-afternoon coffee rush and the evening -- first began trials in Seattle and Portland, but they will now be expanding into Chicago, Atlanta and Southern California.
The Starbucks 'evening day-part' locations will offer customers wine and beer selected to "reflect local customer tastes and preferences," says the brand's press release. The stores will also serve premium food such as savory snacks, hot flatbread and small plates.
After receiving feedback from customers looking for more ways to relax in Starbucks stores in the evenings, the brand hopes that its new concept stores will appeal to those who want to unwind after work, enjoy a glass of wine and connect with their loved ones.
The Starbucks 'evening day-part' locations will offer customers wine and beer selected to "reflect local customer tastes and preferences," says the brand's press release. The stores will also serve premium food such as savory snacks, hot flatbread and small plates.
After receiving feedback from customers looking for more ways to relax in Starbucks stores in the evenings, the brand hopes that its new concept stores will appeal to those who want to unwind after work, enjoy a glass of wine and connect with their loved ones.
Trend Themes
1. Evening Day-part Expansion - Starbucks is expanding their evening day-part concept to include wine, beer, and premium food to better serve customers who want to unwind after work.
2. Preference-driven Alcohol Selection - Starbucks' evening day-part locations will offer wine and beer selected to reflect local customer tastes and preferences.
3. Premium Small Plates - The chain hopes that their new evening day-part locations' premium food, such as savory snacks, hot flatbread and small plates, will appeal to customers looking for more ways to relax in their stores in the evenings.
Industry Implications
1. Coffee Chains - Other coffee chains may follow Starbucks' lead in expanding their menus to include alcohol and premium food to better serve their customers.
2. Fast Food Restaurants - Fast food restaurants may consider adding evening day-part concepts to their menu to appeal to customers who want to unwind after work.
3. Premium Food and Beverage - Companies in the premium food and beverage industry may find opportunities to partner with coffee chains to provide a selection of food to be sold in the evening day-part locations.
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