Starbucks will no longer be just for your go-to morning pick-me-up. The American coffee franchise will soon be offering Canadians an evening menu of beer, wine, and tapas, including flatbreads, olives, nuts, and cheese.
According to Starbucks Canada president Rossann Williams, the idea has already seen success in the States and is set to launch in major Canadian cities later this year. Williams told The Toronto Star the new menu is aimed to target women, who account for 60% of the company’s customers. The evening menu and atmosphere will offer a great hangout location for people looking for an alternative to the local bar or club.
Williams has several big changes planned for Canadian stores, including customized, carbonated beverages for summer, and new food choices rolling out in Ontario and B.C. starting March 3.
The innovative new approach to the coffee joint is an attempt to spike sales and offer something that their competitors don’t. "We're faced with a dilemma: do we want to be in the coffee business or in refreshments and food?" said Williams.
Currently only a third of Starbucks customers are ordering more than a beverage when they come in. "Millennial customers like quality," said Williams, which is why the coffee chain is pushing higher quality, locally sourced food for the new spring additions.
Torontonians may also see a delivery system come to town soon. Williams says the system is being tested in the U.S. this summer and will come north of the border "if we like what we see."
