As part of its new plan to double its food sales in the next five years, Starbucks rather quietly rolled out a new breakfast sandwich, the Double-Smoked Bacon, Cheddar and Egg Sandwich, on Tuesday, February 17.
Starbucks, which recently appointed a new vice president of food development — a position created to enhance the company’s menu “during the breakfast, lunch, and evening dayparts” — has made it clear that it is stepping up its food focus.
The chain also plans to make alcohol available in-store for 20 to 25 percent of its domestic markets.
The decision to include a greater variety of afternoon and evening options speaks to the company’s desire, not surprisingly, to reach more customers.
“Given they have these stores, they could fill them a lot more in the afternoon and evening if they had an offering that was appealing,” Sara Senatore, an analyst at Sanford C. Bernstein, told Bloomberg.