In an attempt to widen brand versatility, Starbucks is taking its ‘Evenings’ menu to more American locations.
When you think of Starbucks, what crosses your mind first? If your response is anything other than the word ‘coffee’ – or perhaps ‘scones’ – you’re part of a tiny minority. Starbucks is looking to change that, with an expansion of their ‘Evenings’ line.
Starbucks Evenings includes a menu of beer and wine offerings, along with small appetizers and tapas. The idea, of course, is to change the image of Starbucks as a morning-only destination. After picking up a caffeine jolt on the way to work, most consumers likely don’t have Starbucks on their minds later in the day.
Truth be told, there is a demand for the sort of casual drinking environment offered by Starbucks Evenings. Unlike traditional bars and pubs – where ‘chatting’ often means ‘shouting at each other over loud music and even louder customers’ – Starbucks offers a laid-back atmosphere that’s ideal for book clubs or Bible-study groups.
Test locations in America have been quite popular with women, who make up 60 percent of Evenings patrons. That makes quite a bit of sense to me. How uneven is the ratio between male- and female-targeted bars in America? There’s countless male-oriented sports bars – such as Hooters or Buffalo Wild Wings – but coming up with counterexamples that market primarily to women is a difficult venture.
As Starbucks expands ‘Evenings’ to over 2,000 of its 12,000 US locations, don’t be surprised if the after-dinner scene makes its presence felt at a franchisee near you.
Howard Davidson Arlington MA