“The place you love during the day now has more reasons to love it at night.”—Starbucks
Image from http://www.starbucks.com/coffeehouse/starbucks-stores/starbucks-evenings
Starbucks is pressing ahead dinner-type food. Most Starbucks have not sold dinner yet, but Starbucks is testing the evening menu in 32 stores in the U. S.
The present evening menu includes small plates, desserts, wines, and beer.
Grilled Vegetable Plates
Image from http://www.starbucks.com/coffeehouse/starbucks-stores/starbucks-evenings/menu
The evening menu starts at 4 pm until the closing hours; while the regular food and beverage menu are still available after 4 pm.
Providing evening food is a wise idea. Many people look for convenient dinner in a relaxing environment. Starbucks has this kind of environment for casual meeting and unwinding. In addition, Starbucks has a big success in the lunch menu; so they are possible to get another success in dinner menu since they have the reputation.
Image from Wine and Starbucks: http://bakingbites.com/2013/01/wine-at-starbucks-a-starbucks-evenings-visit/
Starbucks surprises me when it adds alcohol on the evening menu. Coffee and alcohol have different cultures as well as different production processes. When Starbucks mix the two cultures together, it is not a traditional coffee shop anymore; instead, it becomes a restaurant.
Sources:
http://bakingbites.com/2013/01/wine-at-starbucks-a-starbucks-evenings-visit/
http://www.starbucks.com/coffeehouse/starbucks-stores/starbucks-evenings
http://www.starbucks.com/coffeehouse/starbucks-stores/starbucks-evenings/menu