Rosa Jin

The largest coffee shop chain in the world, with 19,972 stores in 60 countries and the distinct green and white siren logo of Starbucks, graces workplaces, streets and cars everyday.Traditionally known to sell hot and cold coffee (and coffee-based beverages), along with other snacks and refreshments, the company has taken on a new approach with Starbucks Evenings. With 16 store locations in the U.S. (and more on the way), Starbucks Evenings start at 4 pm and provide customers with a different kind of menu – one that involves an assortment of savoury sides dishes to compliment your choice of alcoholic beverages, such as wine or beer.

This take on brand repositioning is projected with the purpose of ringing in more sales in the evenings and late afternoons, in addition to the loyal customer base that saturates stores in the mornings; however, critics of Evenings worry that the increased availability of alcohol will have an effect on “the risk of alcohol related harm” (Sarah Mart c/o Alcohol Justice). Whether this holds true or not, I feel that Starbucks’ new venture will not only expand their consumer base (thus bringing in more sales), but also improve the company’s already admirable reputation as a sophisticated and trendy brand. While this kind of innovation has been introduced already by Burger King’s “Whopper Bar,” Starbucks’ existing status as a leader in their category will definitely be beneficial in this endeavour’s potential success. They really are doing it right when it comes to brand repositioning.

 

Sources Cited:

http://m.theglobeandmail.com/life/food-and-wine/food-trends/starbucks-rolling-out-beer-and-wine-sales/article4197514/?service=mobile

Photos:

http://www.google.ca/imgres?imgurl=http://news.starbucks.com/images/10041/EveningsFactSheet.jpg&imgrefurl=http://news.starbucks.com/article_display.cfm?article_id%3D674&h=450&w=600&sz=38&tbnid=73zWb6pp5t10pM:&tbnh=101&tbnw=135&zoom=1&usg=__Rvi7HpPbHnYZ7X22Pr9WiHpKh9s=&docid=dar4mW91-zAYdM&sa=X&ei=SXyMUKSbFIrPigKiw4CgAQ&ved=0CDUQ9QEwBA&dur=2039