Starbucks Details Alcohol Sales ExpansionDecember 9, 2014
Starbucks has detailed plans to expand its evening beer, wine and food menu to around 3,000 of its 11,900 U.S. outposts, reports Fortune. The expansion, which is expected to generate around $1 billion in new sales, is part of Starbucks’ five-year plan to double its U.S. food revenue to more than $4 billion, as well as increase the company’s market value from $58 billion to $100 billion over the next few years.
Starbucks first debuted the Starbucks Evenings concept in Seattle in 2010, and has since introduced the menu into the Chicago, Los Angeles, Atlanta, Portland, Washington D.C. and Orlando markets. Available after 4pm, the Starbucks Evenings menu includes wine available by the glass and bottle, a rotating beer selection and a variety of small plate and dessert options. The company has said the initiative has been successful at significantly increasing sales during the evening hours.
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