Starbucks is testing a new cafe concept: on a train car.
As USA Today reports, “The move comes at a time that Starbucks continues ramping-up its efforts to expand outside the conventional storefront. It’s sold in grocery stores. It’s sold on college campuses. It’s served on some airplanes. And now, even a Swiss train…On the entry level, the baristas will serve passengers from behind a curved wooden bar that also features a small pastry case. There is a standing bar provided for customers. The upstairs boasts a lounge area with moveable club chairs and shared wooden tables.”
What do you think: does opening Starbucks outside of a traditional storefront extend or dilute the brand?