Starbucks' Latest Bid to Perk Up Sales Growth: On-Tap Coffee
- Nitro-infused drinks from kegs to expand to 1,400 U.S. stores
- Beverages will create ‘a whole new experience’ for customers
Starbucks Nitro Cold Brew
Source: Joshua Trujillo/StarbucksStarbucks Corp., facing slowing sales growth in the U.S. and an increasingly saturated coffee market, thinks it’s found a new way to get customers in the door: on-tap brews from a keg.
The Seattle-based company is expanding a test of nitrogen-infused cold coffee -- a foamy, nonalcoholic drink that baristas pour from a spigot -- after seeing strong demand from customers. Starbucks plans to bring the offering to more than 1,400 U.S. locations by the end of the year, up from less than 1,000 now.