Starbucks is dipping its toes into the mobile tuck business, and who better to test their new format on than groggy and overworked college students? Starbucks will be rolling out mobile truck versions of their stores (complete with an almost identical food and drink menu), and bringing them to college campuses at Arizona State University in Phoenix, James Madison University in Virginia, and Coastal Carolina University in South Carolina. The Starbucks food truck program is a pilot, and if it’s successful you’ll start to see these trucks pop up on college campuses across the country.
“Between classes, homework, extracurricular activities, jobs, and socializing with friends, today’s students truly embody the on-the-go lifestyle,” said Cathy Schlosberg, vice president of marketing for Aramark Education, which operates the Starbucks cafes on Arizona State University’s campus. “We believe the Starbucks mobile truck is a perfect opportunity to increase the convenience of our offerings and help meet our student body wherever they are in their busy days.“
Even though the menu will be the same, these portable Starbucks trucks will most likely open earlier and close later than other dining options on campuses to give students more options during off hours, and for when you really want that mocha latte at midnight right before a test. The trucks will be rolling onto campus before September 2.
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Joanna Fantozzi is an Associate Editor with The Daily Meal. Follow her on Twitter@JoannaFantozzi