Starbucks expanding into new realm

After years of spanning the globe with its green logo emblazoned on nearly every coffee cup the eye could see, Starbucks is taking a shot with some healthier fare.

After years of spanning the globe with its green logo emblazoned on nearly every coffee cup the eye could see, Starbucks is taking a shot with some healthier fare.

The coffee giant opened the first Evolution Fresh store Monday in Bellevue Square, a juice and health food retailer that relates more closely to Jamba Juice than it does it’s joe-producing sister store. Residents from around the Puget Sound area packed the new location, right next to the Starbucks in the Lodge, itching to check out the new drinks and food.

“This is the gathering place of this region,” said Arthur Rubinfeld, president of global development for Starbucks.

The store features juice taps, where customers can build custom-ordered 16-ounce drinks for $7.99, or eight-ounce offerings for $4.99. The menu is visible throughout the store, with a 4-screen video wall that can display the drink choices with the simple press of a button at the main counter.

In addition, Evolution Fresh stores also sells salads and sandwiches, with an average meal with drinks and food running just under $20 for a customer.

Rubinfeld said the company picked the Bellevue Square location because of the drawing power of Bellevue Square, combined with the healthy living style exhibited by many of the residents in the region.

Downtown Bellevue residents and employees can get delivery from the new store as well.

The company is planning to start slow with the incorporation of the new stores. Employees are learning “hour by hour”, and the company wants to make sure the concept has worked out the kinks before debuting stores throughout the country.

Starbucks began the journey to enter the health food industry last fall when it purchased the California-based company for $30 million. The store was founded by the creator of Naked Juice. The San Bernardino, Calif., company produces juices that sell throughout the West Coast in high-end grocery stores such as Whole Foods.

The store bears no resemblance to many Starbucks locations. The company logo is not displayed, and it features a white and grey color scheme, a change from some of the darker ambience of Starbucks location. Customers can still get one basic type of coffee there.

Numerous customers walked away impressed with the new store’s offerings. It was a big change for the almost entirely coffee-centric company, they said.

Sara Mussing came with a group of coworkers from downtown Seattle-based digital marketing firm to check out the new store. She said the group members consider themselves foodies, and they like to hit new stores and restaurants soon after opening. With a mango smoothie in hand, Mussing was excited to see new options for Starbucks fans.

“I think it’s a good way to branch out,” she said. “People can still support the brand and get something different than coffee.”