SEATTLE, WA - In an effort to further tap into the audience that only plant-based food can appease, Starbucks announced plans to expand its vegan offerings. At the Seattle Center, Starbucks held its annual shareholder meeting, where the company’s COO, Rosalind Brewer, revealed the coffee chain’s plans to grow its vegan line.
“We have a line that we’d love to share with our customers later this year, so it is in our plans,” Brewer said. “We know our customers ask us that repeatedly, and we’ll be responding.”
The move, according to Inverse, was sparked by Compassion Over Killing (COK), an animal rights group that was at the shareholder meeting.
“Starbucks brightened our mornings when it became one of the first national coffee chains to pour out non-dairy milks,” said Jonathan Rosenberry, COK's Video Production Manager and a shareholder in Starbucks. “But millions of consumers are seeking hearty plant-based foods to enjoy with their coffee—and that’s where Starbucks’ menu still doesn’t live up to the buzz.”
Seattle will see a lot of mobile ads this week, after COK released them to align with the event. The ads are targeting Seattle’s 200,000 people, and feature Jane Velez-Mitchell, a journalist and animal rights activist.
Among other options, the company has released plant-based breakfast items, sweet and savory snacks, and a vegan lentil salad since its first launch of vegan options in 2015.
“Yet, while CEO Kevin Johnson has stated the company’s plan to boost slumping sales by offering more plant-based options, Starbucks has yet to offer filling vegan dishes across the country,” said COK.
Vegan options are aplenty these days, and Starbucks’ recent addition to its line will be right in line with others, including McDonald’s and Green Chef.
How will other chains react to the evolving Starbucks lineup? Will we continue to see a spike in interest and vegan offerings from diverse members of the industry? AndNowUKnow will continue to report.
