10 Facts About Starbucks Evenings Stores

NACS Online
August 19, 2015
After nearly five years of experimenting with the concept, Starbucks is ready to move full steam ahead with its Evenings menu.
​SEATTLE – Starbucks is accelerating its push into the evening daypart with this week with its Evenings stores. USA Today reports that the company is now selling wine and beer, along with the sale of small plates such as bacon-wrapped dates and truffle mac ‘n cheese, at two dozen new locations across the United States.
The “Evenings” push is starting in Denver, Miami, Orlando and Northern California markets, as well as a recently opened, 2,900 square foot location in Brooklyn. The company first announced in 2010 that it would experiment with wine, craft beer and small plates at a few stores to help boost traffic after 4 pm.

Here are 10 facts to know about these new stores:
1. In 2010, Seattle customers were the first to experience the Starbucks Evenings menu.
Starbucks Olive Way location in Seattle was the first to feature the Evenings menu, offering customers a familiar place to gather later in the day.
2. There’s a demand for the casual meeting environment in the evening hours and the Evenings menu satisfies that need.
Starbucks customers are already enjoying coffee at stores in the evening, and now, they have more menu options including wine, craft beer and small plates.
3. Starbucks Coffee Quality team tastes 300-600 cups of coffee each day and influenced the process for selecting wines for the Evenings stores.
A small team of Starbucks sensory experts tasted more than 500 wines to determine the 10 best to feature on the Evenings menu.
4. The wine assortment was developed by Starbucks’ in-house sommelier.
Rachel Antalek, Starbucks in-house sommelier, led the Evenings team as they evaluated different varietals of wine to offer complex and unique flavors.
5. The Starbucks Evenings menu varies per region.
The Evenings wine and craft beer assortment is a reflection of the tastes in a variety of regions across the United States. For example, in the Pacific Northwest, customers will find Malbec, Alamos, Argentina and craft beer from Maritime Brewery, Old Seattle Lager. In Chicago, customers will find Malbec, Terrazas, Argentina and craft beer from Goose Island, Chicago, Goose IPA.
6. Starbucks customers are also wine enthusiasts.
The company says that 70% of Starbucks customers drink wine, as compared to 30% of the general U.S. population, according to Mintel.
7. Research shows that Starbucks customers also love beer.
Starbucks customers are two times more likely to drink craft beer than the national average, according to Mintel.
8. Starbucks collaborated with wine chefs to develop the menu.
Consumer eating habits have evolved into a pattern of grazing or small snacks throughout the day, which helped influence the small plate assortment in Evenings stores. Starbucks partnered with various wine chefs to identify the perfect complement to the wine and beer assortment as well as coffees. From Truffle Mac and Cheese and Chicken Sausage and Mushroom Flatbread to Bacon Wrapped Dates with Balsamic Glaze, these options are less than 500 calories each.
9. Starbucks Evenings stores feature distinct design elements.
Designers focused on experiential elements, such as innovative lighting, community tables that encourage conversation, soft seating, warm colors and local art when developing these stores.
10. Customer requests influenced the development of the stores.
Starbucks found that customers are spending a great deal of time in its stores during the afternoon and early evening. Their needs are reflected in the overall Evenings experience.