In the middle of January this year I posted the question to our loyal followers of ReservationBooks.com: What are your thoughts on Starbucks offering alcohol to lure more customers later in the evening? It looks like the every popular coffee hangout will roll out wine and beer to 25 of its locations in a test this year.
It was interesting to see what other food service professionals thought. Here are a few of the comments...
After dabbling in music and breakfast sandwiches and seeing their stock plummet, their CEO wrote a book about getting back to their core. They closed their stores to retrain their baristas, and worked to get the smell of fresh ground coffee back into their cafes. Now they have taken the word coffee out of their logo and announced that they are testing alcohol. How soon we forget. David Wetzel
I don't drink anymore, but as a regular customer, and stockholder, i think it is a great strategy. For centuries Taverns have been the meeting place for people, Starbucks will reinvent that environment and legitimize it just like they did with the $4 coffee. John Brodersen
Starbucks keeps expanding its venue. This is just another logical extension. Starbucks provides a comfortable small format gathering place for impromptu meetings for friends and executives. This would merely provide another beverage option of choice. Craig T. Weichmann
Well, I don't have a problem with that. If it boosts their sales, others will have to get on board and offer to sell alcohol. Other states sells alcohol in their grocery stores. So I can see it coming. Or other competitors,, the bread and butter businesses will have to change...be creative..the word people shudder..CHANGE..Lily Like
Starbucks has been an incredibly successful brand! Who would have dreamed thirty years ago that a product like coffee sold by so many vendors and virtually every restaurant could have expanded into brand shops throughout the US with such a loyal following as Starbucks? The marketing genius of Starbucks is testimony to entreprenurial spirit, a passion for a product, and a vision to carry out a dream. While we all have doubts to the potential downsides of a move to put alcohol into Starbucks locations, I'm sure their top management is not doing so without careful dilegence in how to introduce the products and maintain thier own sense of identity. The change just may attract enough customers into thier locations who would like a glass of wine or a craft beer, but don't usually drink coffee particularly at night. I can see that individual now going with friends who crave Starbucks for a relaxing evening drink. Hats off to Starbucks for the courage to attempt change for the sake of growth! My guess is they'll pull off thier experiment! Dan Boyle
This could be a good move if done correctly. I remember my college days, and at times wanting to go out for a drink with my friends but not having all of the noise or chaos you usually find at a local watering hole or drinking establishment. The atmosphere at Starbucks allows me to focus in on what I am working on while enjoying a nice coffee with my co workers or friends. If the new concept is held tight with the current trend and most peoples expectation when they visit a local Starbuck's, I don't see anything bad coming from this as this would simply be an add on to capture more of their current customers business. Bobby Welliver
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