FARMINGTON — A year ago, the Starbucks at Farmington’s Station Park was on a short list of five Utah locations that the state Department of Alcoholic Beverage Control had approved to serve beer, wine and appetizers in the evenings.
Now, the coffee megachain has pressed pause on the idea.
According to The Salt Lake Tribune, Starbucks storefronts in Holladay, Lehi, Park City and Salt Lake City also fell under that limited-service restaurant liquor license, which would have required expanded kitchens and installation of the so-called “Zion curtains.”
By late October 2016, Fox 13 News reported that Starbucks let the coveted license lapse.
According to Forbes, the Starbucks “Evenings” concept first launched in Seattle in 2010 and eventually expanded to 400-plus stores.The move was part of the corporate coffee giant’s nationwide strategy to caffeinate consumers by day, then give them a cozy spot to wind down in the late afternoon and evening.
Baristas would become bartenders and deliver drinks and “small plates” of comfort food to seated customers.
But by Jan. 10, 2017, the company announced it would discontinue that effort here in the U.S.
Contacted earlier this week about its reasons for stepping back from “Evenings,” a Starbucks spokeswoman said by email that the corporation makes it a priority to focus on innovation and “meeting our customers where they are throughout their day.”
The Evenings program was temporarily paused, she said, with plans to integrate beer, wine and spirits into new Roasteries and Reserve store formats which will roll out some time in the future.
“This will allow the majority of our locations to focus on our core business, continuing to deliver the Starbucks Experience for our customers while optimizing the evening for our premium customer,” the spokeswoman said by email.