Starbucks Evenings (2012-2017)
Starbucks began testing beer, wine, and small plates at select US stores in 2012, expanding evening alcohol service to several hundred locations. The goal was to turn coffee shops into evening gathering places.
Starbucks quietly phased out the alcohol experiment by 2017; beer and wine never became a meaningful sales driver.
The move became a reference point for coffee brands trying to add alcohol without changing the physical space or evening staffing.
Niteglow's Dayglow-by-day, Niteglow-by-night plan at one address is the same dual-format bet, and faces the same question of whether customers come at both hours.
