Starbucks location in Seattle is the first one in the world to offer a 100% vegan menu instead of the usual food.
The coffee chain's CEO Kevin Johnson revealed during the investors' call that the company is using the location as a “testing site” for plant-based products.
According to Yahoo! Finance, Johnson described the growing consumer demand for plant-based food as the “most dominant shift in consumer behaviour” on the food and beverage market.
He told investors: “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.”
“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,” he said.
“We have one Starbucks store here in the Seattle area that we’ve gone to 100 percent plant-based food menu,” he added.
He told investors that the company is developing new plant-based products in its R&D centre to expand animal-free menu.
“We use that as sort of a test area when we innovate, create things here in our support center, the Tryer Center. We test that in a store."
“So, if I think about both beverage and food: the number one trend that I would highlight there is just the consumer shift and consumer preferences around plant-based,” he explained.
So far, Starbucks has trialed two exclusive vegan cheeses from Miyoko’s Creamery and it's own plant-based breakfast sandwich in one location near Seattle.