Not every idea can reach such heights as the Pumpkin Spice Latte phenomena, right? At least that's the lesson Starbucks has learned from its foray into the wine-and-tapas date-night scene. This week the company is officially scrapping the "Evenings" format it has tried in roughly 439 nationwide outlets, reports The Seattle Times.
The evening program, which served beer, wine, and small plates, started at one Seattle store in 2010 and was projected to have been rolled out to thousands of stores as recently as 2014.
However, the company told The Seattle Times it is refocusing energy into Starbucks' high-end Roastery and Reserve brands, where beer, wine, and spirits will be making an appearance. Additionally, some licensed stores may continue the program, as may some international outlets.
The Roastery (in Seattle with plans to open at least five more by the end of 2019) is "an expansive showplace where the company's priciest, small-lot Reserve coffee beans are roasted on site, and various ways of preparing coffee, including pour-over and siphon, are used." Reserve stores, on the other hand, are in between traditional stores and Roasteries, offering the most premium coffee blends and brewing methods.
In-store food attention is now shifted to the lunchtime crowd, since the last artichoke and goat cheese flatbread will be slung the evening of January 10.
Read more: Starbucks Takes Wine, Beer and Food Off Evening Menu at Its Regular Stores from The Seattle Times