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Do you want that Merlot Grande or Venti? Starbucks Corp, aiming to give cooling U.S. traffic a jolt, on Thursday announced it will add beer, wine, and evening snacks to thousands of domestic cafes, widen lunch offerings and roll out mobile ordering.
It's part of the world's biggest coffee chain's plan to broaden its appeal as a destination with consumers who are spending more time shopping online rather than in malls and Main Street stores.The company, which is hosting its biennial investor meeting in Seattle, said it would lay out its five-year plans to double U.S. food revenue to over $4 billion by expanding food choices, particularly during lunch hours. Starbucks plans to reap about $1 billion in new sales from the addition of evening menus, including beer, wine and food, at nearly 3,000 of its 11,900 cafes in the United States. The company also will detail the launch of a new mobile ordering and payment system that it says will make getting a coffee fix even more convenient. That same technology will underpin deliveries in select U.S. markets next year. In coming months, it also will debut express stores, coffee trucks and upscale "reserve" shops, which will offer premium specialized coffee sourced from small farms.