Starbucks Coffee Company (NASDAQ: SBUX) is going to continue rolling out its plans to offer wine, beer and premium food offerings in a handful of select and targeted locations. It is now targeting Atlanta and Southern California by the end of 2012 and this is aimed to follow some recent openings announced for the Chicago area (five to seven locations in the Chicago area by the end of 2012) and the effort is among the first extensions of the evening day-part concept outside of the Pacific Northwest.
So far the company has been pleased with the response of customers to wine, beer and premium food at several stores in the Pacific Northwest. We have yet to see any real figures on this concept. This move is to test out the concept for further proof of concept for other markets.
The first evening day-part concept was the Olive Way Starbucks location in Seattle in October 2010 aimed to creating a new occasion for customers later in the day.
As of now it is only a total of five stores in the Seattle area and one in Portland, Oregon serving up wine, beer and premium food. Atlanta and Southern California are each shown as getting four to six stores by the end of the current year.
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