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This spring, Starbucks' (NASDAQ: SBUX ) Seattle's Best Coffee will test its first 15 drive-thru restaurants in Dallas-Fort Worth. Seattle's Best announced the drive-thru concept last fall to take advantage of the increasing number of consumers who get their coffee on the go.
The company will launch the first stores in Dallas-Fort Worth because it is one of the fastest-growing and most populous coffee markets in the U.S. As mentioned in the Starbucks press release, one survey found that Dallasites eat out 70% more than the national average.
Beyond coffee and specialty coffee drinks, the drive-thrus will also serve egg sandwiches, pretzel melts, and "Anytime Pies." The company plans to offer higher value through coffee and food combos, all priced under $5.
Fourteen drive-thrus will be company-operated stores and one location will be franchised. Each location will hire around 10 employees, adding 150 new full- and part-time jobs to the region. Positions will include shift leads and barista positions. Hiring will begin in April.
In the press release, Jennifer Dimaris, vice president of brand management, said:
We know how important coffee is to our customers, and we’re focused on giving them a great cup, whether they’re at home or on the road. With our drive-thru expansion in Dallas, we want to give time pressed, value-conscious customers a great cup of coffee, served by people who are passionate about coffee.