Starbucks currently sells 10 small plate options as part of its Evenings Menu, including truffle macaroni and cheese and double chocolate brownie bites. The menu is rounded out with five selections of red wine, three white wines, a sparkling rose and proseco. Expect to hear a more comprehensive food and drinks menu, as well as the number of locations the menu will be in over the next few years.
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The broader food and drinks rollout will put Starbucks in competition with America's appetizer and drink hangouts Applebee's (division of DineEquity), Buffalo Wild Wings, and TGI Friday's. The dinner-fare, in particular, is also likely to cause Starbucks to begin implementing digital menu boards in its restaurants (to quickly change from morning to evening food options) and install a new food display case. To sell consumers on Starbucks as a dinner option, the company will have no choice but to present the food front and center, in effect bringing it to life off the menu board.
Other possible developments:
- Broader food rollout, such as breakfast sandwiches and trail mix, at grocery stores.
- A large new store opening plan for Teavana tea bars. There are 60 in existence currently.
- More perks for Starbucks Rewards members.
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Commentary by Brian Sozzi, CEO and chief equities strategist at Belus Capital Advisors. Follow him on Twitter @BrianSozzi.
Disclosure: Neither Brian Sozzi nor Belus Capital Advisors own shares of Starbucks or any of the stocks mentioned here.