Evenings Overview - Porter · PDF filestitched into the broader Starbucks experience. Evenings Visitation Drivers . Display ... Evenings experience 2 Summary: Evenings design and functional
Post on 11-Mar-2018
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Starbucks Confidential – INTERNAL USE ONLY 4
3 Interdependent and Essential Drivers:
1) Atmosphere: Conducive to the occasion; social, slow, comfortable, and relaxing yet sophisticated
2) Food: Warm, savory, small plates – supports Evening visitation and complements wine offering
3) Wine: Signals Evening, but must be grounded in overall experience
We are a coffee house first. Evenings is stitched into the broader Starbucks experience.
Evenings Visitation Drivers
Display • Avoid “soldier displays – same bottle lined up tightly against each other
• Consider display from different views (front, back, and end) • Example provided below from Brewery Blocks. • Visible when walking through entry door • Ordering at POS • and when sitting on side at sit-here bar next to Espresso
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side view wire rack
front view wood rack
side view wire rack
wine and beer glasses
Design Elements - Wine & Glass Display Shelves
Wine & Glass Display Shelves are located either: 1) adjacent to but not blocking Reserve, 2) hanging free from the ceiling, or 3) placed on the back wall.
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Design Elements - Wine & Glass Display Shelves
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1) Café Large, varied seating areas
for multiple groups Tasting table area Bussing station Enhanced evening lighting Menu board
2) Engine/ BOH
Engine Modifications to support product offering
Wine bottle and glass shelving displays
Incremental equipment to support storage, refrigeration, and dishwashing needs
3) Patio
Patio Space for outdoor Evenings experience
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Summary: Evenings design and functional elements are layered into all of the 3 main store zones. Evenings is stitched into the broader Starbucks experience (additional details on following slides). Black Siren and umbrellas to be used.
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Plan Study - Summary
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