Starbucks Corporation (NASDAQ:SBUX) Boards Swiss Train

Posted by Peter Lauro November 13, 2013 0 Comment 1250 views


Starbucks Corporation (NASDAQ:SBUX), world’s largest coffee chain operator, has done something really amazing. The company on Thursday has announced the opening of the first Starbucks store on a train.

Unveiled with the help of Swiss train company Swiss Federal Railways (abbreviated as SBB), the store has been announced on Swiss train. Starbucks’ new store also includes a fully-branded Starbucks motif both inside. The store

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is currently on a test run.

For the store, a double decker car running to St. Gallen in Switzerland from Geneva Airport has been fully converted to a Starbucks store that has leather chairs, tables etc. This is another first for the company.

The move comes at a time when the coffee giant is trying hard to come out of its traditional storefronts. The company aims to go beyond the conventional selling of coffees, and is thus trying out some new and dynamic ideas. Besides selling coffees in grocery stores, airplanes, colleges, now Starbucks boards a Swiss train to attract European travelers.

As this a test run, the Starbucks store in train will officially take off on November 21.

Liz Muller, director-concept design, Starbucks revealed that designing a Starbucks store on Swiss train was

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a real serious challenge. The design team had to keep the constant train movement, limitations of space, as well as safety regulations in mind while designing this concept store for Starbucks.

Muller even claimed the new store to be one of the smallest stores and espresso bars the company has ever designed.

Starbucks logo is designed on both sides of the car exterior. The design also lists menu items in white icons that include muffins and beverages, along with Starbucks espresso machines image. While the inside of the car gels with Starbucks traditional colors of browns and whites. It offers seating arrangement for at least 50 people.

Starbucks Corporation (NASDAQ:SBUX) said they are testing this kind of store, and will see if they can bring this to other trains.



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