An evening menu of wine, beer and tapas, including flatbreads, olives, nuts and cheese, will be launched at the coffee chain’s locations in Toronto and other big cities by the end of the year, Starbucks Canada president Rossann Williams told Torstar News Service in her first interview since taking the helm nine months ago.
She said the company’s aim is to appeal to women, who make up 60 per cent of Starbucks’ customers and don’t necessarily like to hang out in bars with their friends. She says the idea has been a hit so far in big U.S. cities
In fact, the world’s biggest coffee chain has a complete revamp planned for Canada in 2015, Williams said. She rifled off a list of innovations she has in store, from customized, carbonated beverages this summer to new food offerings rolling out in Ontario and B.C. starting March 3.
Also watch this year for Starbucks delivery, lots more drive-thrus on Hwy. 401 and a mobile pay-and-order option that will let customers use an app to make purchases and bypass lineups when they pick them up.
With coffee sales flat, the 44-year-old java giant is pushing aggressively into different areas as it faces stiff competition from fast-food chains serving coffee along with independent coffee chains popping up everywhere.
Over the last year, McDonalds, which has enjoyed great success with its McCafé cup of joe, bumped Starbucks as the second-largest coffee player by market share in Canada after Tim Hortons, says market research firm NPD Group.
