Starbucks Bets on a European Aperitivo Menu – Will Gen Z Bite?

Full article available at The Food Institute.

Starbucks is exploring the introduction of a European-style aperitivo menu to invigorate its afternoon sales slump and appeal to younger demographics like Gen Z and millennials. CEO Brian Niccol announced plans for this initiative during an earnings call, highlighting offerings such as sparkling beverages, coffee drinks, and savory snacks available between 2 p.m. and 5 p.m. This move aligns with Starbucks' broader "Back to Starbucks" strategy, aiming to reestablish its cafes as inviting "third places" beyond home and work. The company is drawing inspiration from its international locations, where similar menu items have been well-received, to inform its approach in the U.S. market.

Betty Kaufman, strategy director at The Culinary Edge, views the aperitivo menu as a strategic opportunity for Starbucks to enhance social interaction and extend customer dwell time, despite it seemingly diverging from Niccol's back-to-basics approach. She emphasizes that while European consumers have long embraced the leisurely nature of afternoon snacks, it's uncertain whether U.S. customers will fully adopt Starbucks' crafted, café-centric positioning. Kaufman believes that a refreshed food program could exemplify Starbucks' focus on craft and community, potentially resonating with Gen Z customers and millennial parents seeking convenient, quality options during the afternoon hours.