Coffee chain follows in footsteps of U.S. counterpart
One of the world’s largest coffee chains has just expanded its Canadian market in a big way. By the end of this year, if customers are in the mood for a cold one, they can head over to their local Starbucks.
Starbucks announced its plan to add an evening alcohol menu to select locations in Toronto and other large Canadian cities.
These select locations will be taking part in Starbucks Evenings, a program that will offer customers a wine and beer menu after four p.m. This change is coming after a similar program was recently unveiled in the United States.
The coffee chain first began experimenting with alcohol sales in Seattle in 2010, expanding the program in U.S. stores up until early this year. So far, the program has been a big hit with customers.
Starbucks is looking to mimic this success in Canada. With coffee sales remaining flat and numerous fast food chains and independent coffee shops providing similar goods, the company believes it is imperative to stand out from the crowd.
This is especially true since the announcement of the Burger King takeover of Tim Horton’s, which is expected to result in big changes for Starbucks’ biggest coffee competitor.
There are two large goals Starbucks is looking to accomplish. The first is to expand the company so it brings in more than just the “coffee crowd.” The second is a desire to gain customers in the evening, a time where their sales normally decrease.
The company wishes to counter these lower, post-morning sales by creating a warmer atmosphere for customers to enjoy a night out.
Rossann Williams, President of Starbucks Canada, said that the company believes “women, who make up 60 per cent of Starbucks’ customers, will enjoy a drink with friends in a coffee shop, instead of a bar.”
The addition of an alcohol menu is not the only change Starbucks customers will see in the near future. The Seattle-based corporation also plan on offering tapas and expanding their food offerings, as well as implementing a delivery service so customers can have their order delivered to your home or office.
Starbucks Canada is also working on a mobile app that will allow customers to skip line-ups, as well as implementing more drive-through locations on highway 401.
In the next few months and years, customers can expect big changes from their beloved coffee hangout. If the pilot program proves successful, it will only be a matter of time before customers can grab a beer at any Starbucks Canada location.