Merchant Innovation

Is Brunch Coming To Starbucks?

Starbucks Suffers Pricing Glitch
Starbucks is testing out a brunch menu in select locations.

Starbucks is testing a new brunch menu at select locations, according to numerous media reports.

The weekend-only menu is being tested out at 78 Starbucks locations in Portland, Oregon, and Seattle, according to Fortune. The menu apparently consists of such brunch staples as French toast, Belgian waffles and quiche, but like most of Starbucks’ food, the brunch items are not made in-store and are reheated to serve when customers order them.

“As a company, we often test innovative products, programs and ideas to gather feedback from our customers and partners,” a Starbucks spokesman told Fortune in an email, although the company offered no firm plans for how long it would test its brunch menu or whether or not it planned to expand to additional locations.

Starbucks said in 2014 that it wanted to double its annual food sales to hit $4 billion by the 2019 fiscal year; currently, only about 19 percent of Starbucks revenue comes from the sale of food, which is typically pastry items or pre-made sandwiches.

Fortune believes that this new offering could potentially be a good revenue booster for Starbucks if the coffee chain giant was to roll it out in all its stores.

According to Starbucks, brunch offerings will be available at participating locations Saturdays and Sundays from 8 a.m. to 2 p.m., or until supplies run out.

Kevin Johnson, Starbucks president and chief operating officer, said on a third-quarter conference call that food sales for Starbucks had grown 10 percent for the quarter and were at an all-time high.

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