A few months ago I wrote a blog about the new Starbucks Blonde Roast, a lighter roast coffee targeted towards a broader market, this past week Starbucks announced the launch of yet another diversification strategy.
Starbucks is at it again, this time acquiring a fresh juice store called Evolution Fresh. The California based company was purchased for $30 million last November, and now Starbucks has plans to move forward with expanding their market share.
Evolution Juice has been selling their juice drinks in grocery stores for some time now, and is said to be one of the last larger juice stores that actually uses fresh squeezed juice rather than the pureed and powered options. Starbucks saw this process as a competitive advantage against such companies as McDonalds and Tim Hortons. For those of you who have tried the Tim Hortons shakes before, you might be just as excited as I am to one day try this juice when it hits company-owned Starbucks stores later this year. I have to say the Tim Hortons shakes taste very chemically and you can tell they use a purred fruit juice in their shakes.
In reading the latest news on Starbucks and their aggressive growth strategy, this reminds me of the one classic scene in The Simpsons were Bart goes to the mall to get his ear pierced and every shop is becoming a Starbucks.