After building a successful empire that turned the average cup of 
coffee into a morning ritual for millions of loyal customers, Starbucks is attempting to extend their brand image from a morning stop to an evening hangout. Monday, the coffee giant announced they will begin offering beer and wine at four to six Atlanta-area locations, joining the ranks of a handful of stores in Seattle, Portland and soon-to-be Chicago.
Traditionally relying on the skills and personalities of its baristas, Starbucks is poised to engage a whole new, younger set of customers. But at what cost will the rebranding from neighborhood coffee shop to after-work watering hole cost the coffee giant? The often criticized company faces the challenge of evolving the brand experience to attract new customers while still engaging those already loyal to the brand.
With high profit margins from alcohol sales at risk, there is no doubt Starbucks will spare no expense in integrating this new venture seamlessly into their customer experience, but will customers respond? Are you planning on trading in your venti skinny caramel soy machiatto and coffee cake for a glass of wine and a cheese plate?
coffee into a morning ritual for millions of loyal customers, Starbucks is attempting to extend their brand image from a morning stop to an evening hangout. Monday, the coffee giant announced they will begin offering beer and wine at four to six Atlanta-area locations, joining the ranks of a handful of stores in Seattle, Portland and soon-to-be Chicago.
The latest attempt at attracting an evening crowd – coffee sales tend to drop off around 2 p.m. -- will include regional brews and an extended small-plates menu. No specific locations or timeframe have been announced, but by the end of the year, Starbucks said at least 25 locations will add bartenders to their roster of baristas.
Traditionally relying on the skills and personalities of its baristas, Starbucks is poised to engage a whole new, younger set of customers. But at what cost will the rebranding from neighborhood coffee shop to after-work watering hole cost the coffee giant? The often criticized company faces the challenge of evolving the brand experience to attract new customers while still engaging those already loyal to the brand.
With high profit margins from alcohol sales at risk, there is no doubt Starbucks will spare no expense in integrating this new venture seamlessly into their customer experience, but will customers respond? Are you planning on trading in your venti skinny caramel soy machiatto and coffee cake for a glass of wine and a cheese plate?
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