EXPANDS THEIR BEVERAGE MARKET
Dec 23, 2014
EXPANDS THEIR BEVERAGE MARKET
Starbucks history
• 12,500 Starbucks locations in US
• 4,500 Internationally (2011)
• Starbucks is present in 55 countries
• 1990-2000 new store everybusiness day
71-87 87-10 10-Present
Starbucks Alcohol Related Venture
• Currently 25 stores serving booze
• Seattle was the first location
• Extensive market research planned prior
• Need for larger locations
• Changed menu items to compensate pallet
New Alcoholic beverages offered
• Largest coffee chain worldwide
• Lures evening dinners
• Capitalizes on their later hours of business
• Bar free environment
• Alcohol $5 beer, $7-9 wine
• Must acquire liquor licenses/insurance
• Bartender/Chef Labour costs increase
• Not suitable for all locations
PROS CONS
Fast food adding booze to the Menu!
• http://youtu.be/Y0sSYIgSwBQ
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