- THE MAGAZINE
- CATEGORY FOCUS
- BEVERAGE R&D
Seattle-based Starbucks Coffee Co. announced a new partnership with New York-based cupcake retailer Crumbs Bake Shop Inc. to bring Starbucks’ brewed coffees, teas and espresso-based beverages to all Crumbs locations.
“We are thrilled to have the opportunity to serve our coffee and espresso beverages with Crumbs gourmet cupcakes,” said Doug Satzman, vice president of branded solutions for Starbucks, in a statement. “Can you imagine pairing their Dark Chocolate Signature with a shot of our fresh espresso?”
"Starbucks coffee is perfectly suited for Crumbs cupcakes," said Julian R. Geiger, president and chief executive officer of Crumbs Bake Shop, in a statement. "We believe that the availability of Starbucks drinks in our stores will greatly enhance the Crumbs experience for our customers and significantly increase our beverage business. As our beverage business increases, we also expect to see an increase in the demand for our baked goods."
This business relationship will make Crumbs the largest national retailer to be included in Starbucks’ We Proudly Serve program, which provides Starbucks-branded beverages and other products to audiences outside of Starbucks’ company-operated stores, it says.
Starbucks beverages will be available in Crumbs’ New York stores starting in September and will be added at all other locations on a later date.