SEATTLE — Starbucks Coffee Co. has ended its Starbucks Evenings program to focus on its core business, a company spokesperson told Food Business News Jan. 11.
Launched in 2014, the program featured a menu of small plates, wine and beer in a select number of Starbucks stores in the United States. The initiative, which rolled out to about 400 stores, was designed to increase customer traffic in the later day part. Items offered on the evening menu included truffle macaroni and cheese, artichoke and goat cheese flatbread, bacon-wrapped dates with balsamic glaze, and chocolate fondue. After testing the concept in several markets, the company saw a meaningful lift in sales where it was offered and initially planned to implement the program in more than 1,000 stores.
Going forward, the company said it will offer wine, beer and spirits in its new premium retail formats, including Roasteries, Reserve stores and Starbucks Reserve Bars, and will remove the Evenings program from the current locations where it is offered, the spokesperson said.The company said it plans to open 1,000 or more Starbucks Reserve stores globally over time.