Earlier this week, Starbucks introduced new menu items, among which are beer and wine.
The coffee chain started offering local beers and wines at its testing store in Seattle after 4pm this Monday. The reason for this move is to generate more afternoon traffic, because currently, 70% of Starbuck’s business is done before 2pm. The company’s “treat receipts” is another strategy to attract customers during later hours of the day.
As excited as I am about having one more spot to go for happy-hour – assuming that Starbucks booze is successful and expand to more stores – I am concerned about how this new move will affect the coffee shop’s image.
Starbucks aims to create an intimate atmosphere that’s similar to “your own living room”. However, this relaxing environment can be easily ruined in the presence of alcohol. Hopefully, with proper management, the low-key coffee shops won’t turn into rowdy happy-hour dives.
And has Starbucks considered Irish Coffee? Just a thought…
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