The first brand that comes to mind when someone says “coffee” is Starbucks.  This Seattle-based company has plans to increase their already massive market share by testing out new “express cafés”.  Set to launch in New York next year, these “express cafés” will attempt to cater to people that need something quick and to-go.  The menus in these stores will be reduced to the basics in order to keep wait times lower.

This differentiation of Starbucks’ is sure to increase their market share.  They will be able to cater to those that are in a hurry and otherwise would not be able to wait in line for a cup of coffee.  This could also provide another incentive for consumers to purchase Starbucks’ coffee.  Long lines have become an epidemic, even for Starbucks whose stores are seemingly everywhere.  From personal experience, I cannot remember a time when I did not have to wait in line to purchase coffee.  For those that just do not want to wait in line, the simplified menus of the new cafés could be the solution for those that don’t want to wait in line.

Source: http://www.theglobeandmail.com/report-on-business/international-business/starbucks-plans-to-test-smaller-express-cafes/article20370768/