Beverage Industry

Starbucks subsidiaries introduce new retail concepts

March 20, 2012

Starbucks Corp., Seattle, introduced two new retail concepts for its Seattle’s Best Coffee and Evolution Fresh Inc. subsidiaries. In addition, the company also shared plans to launch its own single-cup coffee system.

Starbucks’ Seattle’s Best Coffee subsidiary introduced the brand’s first coffee drive-thru concept outside of Chicago. The new concept offers an easy-to-navigate menu board for beverages, freshly baked food items and other car-friendly sandwiches and snacks. With straightforward pricing, drivers can choose between Original and Dark and can add flavored creamers at no additional charge, the company says. The menu also features new Seattle’s Best signature beverages such as Caramel Candy and Birthday Cake lattes and Caramel Pretzel and S’mores mochas.

The new coffee drive-thru concept will serve as a learning lab for Seattle’s Best as it evolves its retail presence to meet the growing demand for premium coffee on-the-go, the company says. Real-time results from the store, which is located in Northlake, Ill., will inform menu strategies for the current base of nearly 100 cafes and future locations.

Yesterday, the company opened a new Evolution Fresh store in Bellevue, Wash., which features a refreshed branding position for the juice-maker. The store will offer ready-to-drink beverages along with food items, such as wraps, salads, soups and more. The menu also includes vegetarian and vegan offerings.

The store opening coincided with the start of the grocery channel launch of Evolution Fresh, which also features refreshed branding. The new branding reflects the vibrancy of real, pure ingredients and products, highlighting the brand’s use of high-pressure processing (HPP). After cold-pressing and squeezing the juice, HPP is used to retain more of the flavors, vitamins and nutrients of the raw fruits and vegetables.

Starbucks also announced that it will enter the single-cup coffee machinery market with the launch of its Verismo system by Starbucks. Available for the 2012 holiday season, the system will be able to craft Starbucks-quality espresso beverages and brewed coffee one cup at a time. The high-pressure brewing system will be marketed and sold through a partnership with Germany-based Krueger GmbH & Co. KG. Starbucks will sell 100 percent arabica coffee and milk pods for the system beginning this fall.