Seattle-based Starbucks is expanding into the juice industry. The coffee company bought the small California-based juice company Evolution Fresh back in November. Today it is opening the first Starbucks-branded juice store, located in Bellevue Square (see street view below). So what is the new store design like?
Seattle Met, granted an early look inside the store, says the layout is designed to look like a chef's kitchen, Evolution fresh offers juices from a wall of taps look like something Apple would design if they ever got into the literal fruit business. The food menu is like the healthy Whole Foods buffet bar in miniature, with all meals represented.
Evolution Fresh is just part of Starbucks' move toward more premium, healthful products. Health-conscious Pacific Northwesterners are the corporate giant's new target demographic, as this morning's USA Today explains:
For Starbucks, this is the beginning of a carefully crafted path for growth beyond java. Starbucks has one eye squarely on the $50 billion world of health and wellness, where it believes the premium juices and vegan and veggie dishes that the new chain will sell could attract a different type of well-to-do consumer than those who patronize its gourmet coffee shops. At the same time, Starbucks is hankering to run with behemoths such as Kraft and PepsiCo in the near $1 trillion world of consumer packaged goods.
Consumer packaged goods. Does that mean convenience stores are next?
It's an idea. Starbucks has already experimented with unbranded tea houses on Roy Street and 15th Ave, and a beer and wine bar on Olive Street, so maybe a few years from now maybe we could see Starbucks bust out high-class convenience stores dedicated to yuppies and yogis. Why not, when the world is your oyster mermaid?