When you’re looking to hang out, does Starbucks come to mind? Well, the coffee cafe chain is looking to lure in more evening business by becoming a nighttime destination.
This isn’t a quick promotion either. According to Nation’s Restaurant News (via Business Insider), the retailer has spent years developing Starbucks Evening, a test program where stores would offer beer, wine, and small appetizer plates. The idea was inspired by European cafes.
“In Europe, a lot of those coffeehouses evolve as the day goes on,” Clarice Turner, a vice president at the company, told NRN. “Maybe the music changes and small plates are served, and it becomes more of a gathering place, but people can still drink tea or hot chocolate.”
Starbucks Evening, which starts at 4pm, is already being tried in Seattle, Atlanta, Chicago, Los Angeles, Washington D.C., and Portland. For the evening clientele, Starbucks is offering such menu items as chicken skewers and chocolate fondue.
Like Starbucks, Applebee’s is also looking to lure in the evening crowd. The chain restaurant recently started a program where certain locations turn into nightclubs after 10 p.m.
Would you party at Starbucks or Applebee’s?