Evolution Fresh': Can Starbucks rule the juice market?
In a bid to expand its empire, the java king tries its hand at smoothies
posted on March 20, 2012, at 1:05 PM
Starbucks is squeezing a little more out of its brand with Evolution Fresh, a health food joint serving up salad, smoothies, and juice. Photo: Business Wire SEE ALL 15 PHOTOS
Best Opinion: USA Today, Reuters, Seattle Times
The opening of yet another Starbucks store usually isn't cause for excitement, but the coffee giant's latest shop, Evolution Fresh in Bellevue, Wash., is turning heads. You won't find any "baristas" or "venti" cups here — instead, customers will be treated to fresh-squeezed fruit-and-veggie concoctions made by "juice partners." The store, possibly the first in a chain, will also carry bottled juices and healthy foods, part of an attempt to tap into a growing craze for stuff that's good for you. And with drinks like "Field of Greens" and "Coconut Zen," neither of which carries a molecule of caffeine, Evolution Fresh is Starbucks' most conspicuous attempt to expand beyond a ubiquitous coffee business that is starting to run up against its limits. Will it work?
No comments:
Post a Comment