Starbucks, the worlds biggest coffee chain will open its first retail store today called Evolution Fresh.
The grand opening in the Seattle suburb of Bellevue, Washington is a glimpse into the future of the company beyond coffee.
Starbucks is focused on the $50 Billion world of health and wellness, where it believes the premium juice and vegan dishes it offers will attract a different type of upscale customer. The retail experience includes a an interactive juice wall that displays educational and entertaining digital illustrations of juices and smoothies being handcrafted.
The idea is to bring premium quality, natural juices and foods more readily available, but also offering an extensive variety of choices for customers to select the best options for their lifestyle. Starbucks acquired Evolution Fresh in November 2011. Since then, Evolution Fresh's distribution has expanded to additional grocery channels and will be further expanded in Starbucks company owned retail stores later this year.
Given Starbucks past history with the coffee chain, this is certainly one to watch.
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