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Starbucks executives discussed the company’s recent shift toward plant-based food and drink innovation during an investor earnings call this week. UBS financial analyst Dennis Greiger asked Starbucks CEO Kevin Johnson about how the company is addressing changes in consumer behavior amid the COVID-19 pandemic. Johnson responded by pointing to various innovations that the chain has implemented, adding “and if I were to say what is probably the most dominant shift in consumer behavior, [it] is this whole shift to plant-based. And that is a shift both in beverage and in food.”
Starbucks adjusts to plant-based shift
In the beverage department, Starbucks added almond milk to its menus in 2016 and has since experimented with a variety of plant-based milk and drinks. This spring, the company will offer oat milk on its menus nationwide after a regional test at 1,300 Midwest stores proved successful last winter.
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In 2021, Starbucks will join the Meatless Monday campaign for the first time. Every Monday from January 4 to January 25, the chain will offer customers $2 off its vegetarian breakfast items at participating stores to promote its meatless options. The offer cannot be combined with other offers and applies to the Impossible Breakfast Sandwich (which it launched nationwide in June), the Southwest Veggie Wrap, and the Spinach Feta & Egg White Wrap all vegetarian options that cannot be ordered vegan. The discount cannot be redeemed through Uber Eats delivery.
Starbucks joined the Meatless Monday campaign to support its effort of becoming a resource positive company, a goal it hopes to achieve in large part by focusing on plant-based foods and beverages. “We are proud to have a history of offering customers products that meet their lifestyles and taste preferences including a variety of meatless food choices and alternative non-dairy milks and our new January Meatless Monday