Popular coffee chain Starbucks is expanding its evening menu with bacon-wrapped dates and Malbec wine. The rollout of new products to almost all of Starbucks’ thousands of locations will take several years, according to Chief Operating Officer Troy Alstead.
“We’ve tested it long enough in enough markets – this is a program that works,” Alstead said. “As we bring the evening program to stores, there’s a meaningful increase in sales during that time of the day.”
The addition of wine to its stock is part of a campaign to increase the chain’s market value to $100 billion, a plan that includes more non-coffee items such as alcohol, juice, food, and an app that will allow customers to order ahead from their smartphones for pickup.
Starbucks first sold alcohol in October 2010 at a Seattle location and expanded the program to Chicago, Atlanta, and Southern California in 2012.
The new evening menu is in about 40 locations now, but won’t be expanding to all of its stores. The company has seen the menu succeed in urban areas where people are out at night, said Alstead, and the menu’s availability will follow suit.
Starbucks has over 20,100 locations worldwide, with 11,500 stores in the United States.