Subject: Consumer Behavior

ICA

Starbucks is solidly established as a go-to location for coffee, tea, and pastries but to grow the company needs to expand its offerings so that customers spend more of their time (and money) there. The chain is experimenting with a new concept, Starbuck Evenings, where after 4:00 each afternoon the store flips to a different menu that includes wine, beer, small plates like truffle mac and cheese, sandwiches, and salads.

Is Starbucks too entrenched in our coffeehouse lifestyle or does the chain have room to expand?

What recommendations would you make to Starbucks to help the company expand its lifestyle marketing strategy?