Starbucks to Expand Beer and Wine Sales to 3,000 Stores

The coffee giant wants to give you a different kind of buzz.

Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.

Have you ever sat down at a coffee shop and thought, “You know, this place needs to serve booze.”

No? Well, Starbucks CEO Howard Schultz has. At last week's investor meeting in Seattle, the company announced that it will expand its fledgling "Starbucks Evenings" concept—which features beer, wine, and tapas-style small plates served after 4pm—to roughly 3,000 of its 11,900 U.S. locations.

Artichoke_and_Goat_Cheese_Flatbread.JPG

According to Reuters, the move is part of the company’s larger effort to make its stores a destination, rather than a simple coffee pit stop. Currently, just 32 Starbucks stores offer the Evenings menu.

The announcement comes in the wake of a slight decline in holiday foot traffic at U.S. retail stores. As online shopping continues to carve out a larger share of consumer spending, stores like Starbucks are trying to provide shoppers with greater incentives to visit brick-and-mortar locations. The coffee chain told investors that it plans to rake in a breezy $1 billion in sales by expanding the Starbucks Evenings program.

Starbucks also revealed that it is working on a mobile app designed to streamline the ordering process and allow users to skip lines entirely. Chipotle, Panda Express, and a number of other restaurants have already launched similar services, to relatively tepid consumer response.

The coffee chain plans to rake in a breezy $1 billion in sales by adding alcoholic beverages to the menu at some 3,000 stores. Tweet It

Mobile ordering or not, I’m not sure the offer of beer and wine will convince me to hang around a Starbucks any longer than is strictly necessary. Booze won’t get rid of the sound of Coldplay, espresso machines, and desperate typing. But hey, maybe now the chain will add some actual booze to its new Guinness-flavored latte.

Via: Reuters

Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.

What's Your Take?

All Comments
Our editors review and recommend products to help you buy the stuff you need. If you make a purchase by clicking one of our links, we may earn a small share of the revenue. Our picks and opinions are independent from any business incentives.
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below
Advertisement - Continue Reading Below