Starbucks Embraces Consumer Trends, Introduces 100% Plant-Based Menu At Seattle Site

2 February 2021

With Veganuary 2021 breaking records, it is evident that plant-based diets have grown more than ever in recent times. With this shift in consumer trends, food and beverage companies are adding more plant-based options and alternatives to their menus every day.

Starbucks, one of the biggest coffee chains in the world is embracing this trend fully – they have converted the menu of one of their Seattle stores completely vegan.

The CEO Kevin Johnson disclosed that this location will operate as a “test site” for the company to observe consumer demand, since plant-based diets have been showing a great increase in popularity.

“We have one Starbucks store here in the Seattle area that we’ve gone to 100 percent plant-based food menu,” the CEO said on an investor call. He also mentioned that the popularity of plant-base diets is the “most dominant shift in consumer behaviour” in the market.

Starbucks has been actively adapting to plant-based diets and the growth of veganism with the additions of plant-based meats and milks to their menu.

“On the beverage side, this is why we’ve introduced all the alternative milks, whether it’s almond milk, soy milk, oat milk. All of that’s important,” explained Johnson. “Then on the food side, you see what we’ve done with things like the Impossible™ Sausage Breakfast Sandwich. And you’re seeing more and more plant-based proteins in our food menu.”

Starbucks has used specific locations as test sites in the past as well. Last September, they introduced two flavours of Miyoko’s Creamery’s vegan cheese as a trial in Issaquah, Washington. This was followed by the debut of their first completely plant-based option – the plant-based breakfast sandwich – at the same location.

In India, Starbucks introduced almond milk as a dairy alternative last year, soon followed by a Vegan Cold Brew in certain states.

It is clear that Starbucks is keeping up with the ever-changing consumer demand and growing their portfolio to cater to a diverse audience. With a positive respond to their plant-based menu on the trial site, the company might make more vegan-friendly options available worldwide.