Starbucks Has High Hopes For Expanding “Evenings” Concept

Starbucks’ “Evenings” concept will extend to a total of more than 70 locations, as about two dozen venues are expected to add wine, beer and small plates to their evening offerings this week. The push will include new Starbucks Evenings programs in Brooklyn, Denver, Miami, Orlando and Northern California. Several hundred more Starbucks locations may add wine and beer by year-end. By 2019, the Evenings concept could total $1 billion in annual sales, the company projects.

The coffee chain’s beverage alcohol and small plates concept, first announced in 2010, is already active in markets like Washington state, Oregon, Los Angeles, Chicago, Florida and Atlanta. Starbucks plans to eventually expand its beer and wine program to more than 2,000 of its 12,000 locations.

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