Yes, you read that correctly, Starbuck’s will now serve wine by the glass or by the bottle.
Prices range from seven to fifteen dollars for a glass and fifty dollars as the maximum, for a bottle of wine. Although wine has been offered on the west coast, this is a first for the Midwest, and perhaps the beginning of a widespread trend for the once struggling coffee retailer.
Starbuck’s officials have dubbed the new offering as “Starbuck’s Evenings” and more Chicago Starbuck’s locations are scheduled to follow suit.
Starbucks is a bit of a pioneer in this arena, being the first national coffee company to offer wine as one of its many new ventures to stay current and provide consumers with choice and convenience. In fact, the retailor is only third among national restaurant franchises in the U.S. and according to annual reports representing their eleven thousand restaurant, they raked in $9.8 billion in sales last year.
Sales are obviously expected to increase now that wine is an addition to the menu. As a matter of fact, the seven west coast Starbuck’s shops that have already added wine to the menu have already experienced double-digit sales increases. What is even more impressive is that no further advertising or marketing has been added other than select social media outreach. In fact, it has been small in-house changes that have made the difference, such as signs posted in shops and baristas encouraging morning customers to return in the evening for a drink.
Not only is limited table service available, but a variety of small food plates and selections have been added to compliment the selection of wine, including bacon-wrapped dates, chocolate fondue, flatbread, rosemary cashews and bacon-wrapped dates. Soon, beer will be added to the menu. As well, live music and live poetry reading will soon be available, another opportunity to broaden comfort and convenience to the desperate to-relax consumer.
The idea is create a peaceful, stress-free environment to relax and read. Starbucks is currently implementing after 4p.m. wine selections offerings at as many as six Chicago-area Starbuck’s cafés by August. As well, two other Starbuck’s locations have already submitted documents requesting approval to sell beer and wine. Apparently, research and focus groups reveal that those who drink coffee have a tendency to drink wine as well.
Original article chicagotribune.com/
- Item Tag: alcohol