With the opening of its first Evolution Fresh juice retail location, is the coffee megabrand trying a new customer segment, or simply find another driver for its already thriving cafe business?
We frequently cover Starbucks for its sense of experimentation and constant evolution of what will keep its retail experience fresh. Starbucks seems to have gone straight for the literal definition of fresh by opening its first juice bar today — branded Evolution Fresh. The company bought Evolution Fresh — which was previously only available in select grocery stores — this past November, but has now invested in the brand’s first retail location in Bellevue, Washington, offering fresh juices, salads, wraps and other items friendly to vegetarian and vegan lifestyles.
Evolution Fresh juices are made via high-pressure processing, which reportedly retains more of the flavor, nutrients and vitamins of raw fruits and vegetables. This is the same process used by Blueprintcleanse and other raw juice offerings often associated with ‘juice detox’ diets. The technique also offers a point of differentiation to behemoth Jamba Juice, which currently ‘owns’ the juice and smoothie retail segment.
We’re curious to see what Starbucks does with this new brand, which is expected to soon be added (in bottled format) to its coffee shops in the near future. Will the juice devotee represent a new customer for Starbucks (driving incremental traffic and acquisition), or simply a new purchase occasion to drive frequency of visitation, or average checkin? What will Evolution Fresh’s retail expansion look like (gyms like Equinox, or stand-alone locations)? We’re definitely curious.