Starbucks to expand beer, wine sales at more cafes

Starbucks plans to turn more of its cafes into a destination for beer and wine in the evenings. The coffee company says it is looking to expand alcohol sales to “thousands of select stores” over the next several years, although it didn’t provide details on an exact timeline. The chain first offered beer and wine […]

Starbucks plans to turn more of its cafes into a destination for beer and wine in the evenings.

The coffee company says it is looking to expand alcohol sales to “thousands of select stores” over the next several years, although it didn’t provide details on an exact timeline.

The chain first offered beer and wine after 4 p.m. at one of its Seattle cafes in 2010. The drinks are now in about 26 cafes, with plans to reach 40 by the end of the year. The cafes with alcohol also serve a variety of small dishes, such as bacon-wrapped dates and flatbreads.

It’s part of Starbucks’ push to boost sales after the morning rush hour. It’s a common concept in the restaurant industry – figuring out ways to maximize sales throughout the day since stores have to pay for rent and labour anyway.

Taco Bell, for instance, recently started highlighting snacks in its ads to drive sales during the slower late afternoon hours. And the fruit shakes and other drinks at McDonald’s are seen as a way to attract people throughout the day.

As for Starbucks Corp., the chain recently introduced new sandwiches and salads to boost sales in the afternoon. It’s also branching out into other areas to as it faces more competition in the coffee market.

The company recently purchased a chain of tea shops called Teavana. CEO Howard Schultz has said he wants to make tea as popular in the U.S. as he’s helped make coffee.

Brands Articles

Mark’s wants #EverythingInJeans

A new campaign from Sid Lee

McDonald’s to sell packaged coffee in the U.S.

QSR to highlight coffee in restaurants

Elle partners with Hudson’s Bay on shoppable videos

#Shopyourmood 'closes the loop' for editor Noreen Flanagan

Porter Gale’s five trends to watch for

A look ahead from a former Virgin marketing exec

Indulgent dessert Danette arrives in Canada

International hit arrives in Canadian grocery stores

Gap takes Casting Call to social media

Online contest gets an upgrade for more back-to-school engagement

Moneris to offer e-gift card solution to merchants

Virtual gift cards growing to $11 billion market in the U.S.