Follow Canada Immigration and Life in Canada: What? Starbucks is starting to sell alcohol? It is true. Major news has recently emerged that Starbucks in Toronto and other major Canadian cities will soon launch an "Evening Menu," which includes beer, wine, and appetizers such as bread, olives, nuts, and cheese. Rossann Williams, President of Starbucks Canada, stated that this move is primarily to benefit female customers who want to enjoy a drink without the atmosphere of a bar.
In fact, selling alcohol is just the tip of the iceberg for Starbucks Canada's 2015 reform plan. Starting in March, Starbucks locations in Ontario and British Columbia will offer new food items; this summer, Starbucks in Canada will also sell brand-new customized specialty drinks. Additionally, more drive-thru Starbucks locations will appear along Highway 401 in Toronto, and mobile apps for online coffee payments will be widely implemented, saving everyone time and energy from waiting in long lines. Returning to this surprising "Evening Menu," it has already been launched in Chicago (7 locations), Seattle (7 locations), Portland (3 locations), Los Angeles (4 locations), Atlanta (4 locations), and Washington D.C. (1 location), and is served daily starting at 4:00 PM.
Changes in the Fast Food Market Landscape
Some time ago, the news of Burger King acquiring the national brand Tim Hortons caused quite a stir; in Toronto, where independent coffee shops abound, Starbucks is also facing challenges from all sides. Williams stated that while some say Starbucks is like the Walmart of the coffee world, putting pressure on other peers, "Our presence simply raises the overall standard of the industry."
Robert Carter, Executive Director of the Foodservice Division at market research firm NPD Group, believes that Tim Hortons underwent a bold innovation six or seven years ago by expanding its food menu, and Starbucks is now going through this same phase. The move by Starbucks to start selling alcohol is even more attractive to female immigrant customers because the atmosphere they create is different from that of a bar. Over the next five years, the number of fast-food restaurants in Canada is expected to decrease by 1%, which is an excellent opportunity for Starbucks to capture market share.