Starbucks may soon be the place you frequent after hours as well, as the brand is set to under go an evening rebranding to serve alcohol at several establishments in Los Angeles and Chicago. Now with a sleek evening rebranding, foodies can frequent their favorite coffee shop in the later hours for an evening pick me up.
While Starbucks officially announced back in 2010 that it would bring alcohol such as wine and beer to its locations, only now is it being realized in 70 locations across the US this week. The program, fittingly titled 'Evenings,' will encourage frequenters of the cafe in the morning to stop by the same venue later on in the day for an evening beverage. Many of the wines and beers offered will be local hailing from regions close by from vineyards and breweries. The chain will also serve small food pairings to match the beverage choices, including items such as truffle mac and cheese and dates wrapped in crispy bacon.
Speakeasy Cafe Rebranding
Starbucks Stores are Transitioning to Serve Wine and Beer in the Evening
Trend Themes
1. Coffee Shop Alcohol Serving - Coffee shops are embracing the trend of serving alcohol in the evening, creating an opportunity for coffee shops to expand their offerings beyond traditional hours of operation.
2. Local Beer and Wine Offerings - Offering locally sourced beer and wine is becoming a trend for coffee shops serving alcohol, providing an opportunity for these establishments to support local businesses and differentiate themselves in a crowded market.
3. Evening Rebranding - More coffee shops are undergoing an evening rebranding, turning into chic venues to attract a new crowd, which could provide an opportunity for rebranding consulting services and agencies to help coffee shops transform their image and offerings.
Industry Implications
1. Food and Beverage - The food and beverage industry is expanding its offerings beyond traditional dining hours and exploring innovative ideas to keep customers engaged, providing an opportunity for restaurants and cafes to supplement their daytime menus and attract new customers.
2. Craft Beer and Wine - The craft beer and wine industry is benefiting from the trend of coffee shops serving alcohol, as local businesses have the opportunity to supply their products to these locations and increase their reach to a new demographic.
3. Rebranding Consulting - The trend of coffee shops undergoing evening rebranding presents an opportunity for rebranding consulting services and agencies to help businesses transform their image and offerings to attract a new customer base.