Starbucks is planning to roll its Evenings model out to 2,000 US stores by 2019.
The company is currently operating the offer, which involves a selling alcohol and small plates I the evening, at 75 stores.
Cliff Burrows, the head of Starbucks’ US operations, has said he expects that to rise to hundreds of stores within the next 12 months.
The next cities and regions to get a beer and wine menu at Starbucks include Denver, Miami, Orlando, Northern California, and Brooklyn.
Rachel Antalek, Starbucks’ vice president of concept innovations, told USA Today: “We learned resoundingly that our customers want to come to Starbucks and have a glass of wine or a craft beer. There aren’t that many places to go in the evening where you can go very relaxed, very casual. It’s not loud. You can actually have a small group and hear yourself talk.”
Starbucks’ internal research on its pilot Evenings stores revealed that women accounted for 60% of the customers after 4 pm.
