www射-国产免费一级-欧美福利-亚洲成人福利-成人一区在线观看-亚州成人

World Business

Starbucks shop tries wine, 'coffee theater'

(Agencies)
Updated: 2010-06-25 13:57
Large Medium Small

As experiments go, this one isn't flashy.

But the success — or failure — of one Starbucks cafe on the edge of a trendy Seattle neighborhood could ripple through the nation's coffee house industry.

Because where Starbucks goes, others follow.

Dubbed "Olive Way," the store is the biggest percolator yet for ideas that the world's largest coffee company has been testing separately at nearly a dozen locations around the globe. And what succeeds at Olive Way will most likely be spread to other Starbucks stores around the country.

With muted, earthy colors, an indoor-outdoor fireplace, cushy chairs, and a menu with wine from the Pacific Northwest's vineyards and beer from local craft brewers, this 2,500-square-foot shop in the Capital Hill neighborhood will reopen in the fall with espresso machines in the middle.

"It's going to feel very different," said Kris Engskov, Starbucks' regional vice president.

The machines at Olive Way will be part of what executives call a coffee theater. Counters will be narrower — a slim as a foot in some places — to bring customers closer to baristas; the machines will brew one cup at a time to extract deeper flavor from beans.

The store will be the chain's only location that sells beer and wine in the US, though another Seattle test cafe that doesn't carry the Starbucks brand began selling alcohol last year. The menu at Olive Way will be bigger, full of savory foods that pair with coffee, wine and beer. And customers will be able to customize the offerings, some of which will be freshly made.

The decor is to offer a departure from Starbucks' sometimes formulaic green-and-tan — with local artists' work, regionally reclaimed building materials, a community work table and a meeting area set off by a sliding door.

As at any restaurant chain using its stores as real-life laboratories, there's no guarantee every idea from Olive Way will be successful or be implemented across the company. And the company wouldn't say how much it's spending on the effort, or how soon elements from the shop might expand to other locations.

But executives are optimistic that some will find their way to other locations, especially in vibrant urban neighborhoods where the chain can attract affluent customers who may prefer a low-key hangout over a crowded bar.

The pilot shows how hard Starbucks is working reinvigorate its brand, which stumbled under the weight of hyper-paced over-expansion. The chain closed hundreds of stores and cut scores of jobs, and founder Howard Schultz returned to help the company re-emerge.

Now, Starbucks plans more measured growth and is working to relax its corporatized image by returning to its days as a place where people want to linger for hours sipping coffee. It plans to offer free, unlimited Wi-Fi in all company-run stores; it's letting customers tailor drinks even more, and it's opening stores with more community flavor. A Seattle shop uses an old bleacher from a nearby high school for shelving, and a New York City store's floors and counters are made of wood reclaimed from a century-old Pennsylvania barn.

All the changes are part of an appeal for more afterwork customers at a chain that gets the bulk of its in-store business before 11 a.m.

Related readings:
Starbucks shop tries wine, 'coffee theater' Starbucks sued over hot tea alleged to cause burns
Starbucks shop tries wine, 'coffee theater' Starbucks to take China by storm with instant coffee
Starbucks shop tries wine, 'coffee theater' It's tea time at Starbucks
Starbucks shop tries wine, 'coffee theater' Starbucks asks not to be center of gun debate

"The key in the restaurant business is to differentiate themselves, and clearly they're making a move to do that," said Morningstar restaurant analyst R.J. Hottovy. "I think the idea of trying to localize the business, that's an aspect that will certainly work and help differentiate the brand and make it a lot less cookie-cutter than what you see in standard Starbucks."

It will be a challenge. Gourmet coffee shops still sold 53 percent of specialty coffee drinks like mochas and lattes last year, but that was down from 57 percent a year earlier, according to data from market research firm The NPD Group.

The coffee business has become increasingly competitive as restaurants — from independent doughnut shops to Goliath's like McDonald's Corp — go after Starbucks. Servings of specialty drinks rose 17 percent at fast-food chains and 23 percent at doughnut shops this year, and they fell 8 percent at gourmet cafes.

Starbucks plans to file building permits Friday with Seattle city officials to renovate the store.

主站蜘蛛池模板: 一本色道久久88亚洲综合 | 欧美视频在线观看 | 国产日本三级欧美三级妇三级四 | 日韩欧美视频在线播放 | 黄网在线视频 | 久久91亚洲精品久久91综合 | 日韩一区国产二区欧美三区 | 欧美日韩视频一区二区 | 日韩精品一区二区三区不卡 | 日韩国产欧美视频 | 美女扒开腿让男人桶尿口 | 亚洲精品成人网久久久久久 | 草久在线播放 | 精品三级国产 | 国产边打电话边做对白刺激 | 亚洲第一区精品日韩在线播放 | 欧美成人精品在线 | 在线视频观看一区 | 久久久久亚洲日日精品 | 久久视频这里只精品3国产 久久视频这里只有精品 | 精品极品三级久久久久 | 亚洲精品综合一区二区三区 | 欧美性活一级视频 | 91久久99久91天天拍拍 | 一级毛片在线免费播放 | 精品国产三级 | 亚洲欧美日韩视频一区 | 免费精品久久久久久中文字幕 | 国产精品99久久久久久人 | 免费一级毛片麻豆精品 | 老司机精品福利视频 | 中文字幕日韩精品中文区 | 日本黄页网站免费大全 | 色综合91久久精品中文字幕 | 精品亚洲福利一区二区 | 色老头久久网 | 新版天堂中文资源8在线 | 欧美一级日韩一级亚洲一级 | 欧美一区二区三区四区在线观看 | 欧美中日韩在线 | 在线欧美国产 |