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.
Fool contributor Kevin Chen has no position in any stocks mentioned. The Motley Fool recommends and owns shares of Starbucks. Try any of our Foolish newsletter services free for 30 days. We Fools may not all hold the same opinions, but we all believe that considering a diverse range of insights makes us better investors. The Motley Fool has a disclosure policy.