American universities love Starbucks, buy its dining car and train baristas themselves.
Recently, a Starbucks dining car was opened at Rutgers University with a Starbucks Logo and a profile photo of Parker Market, the first Starbucks store.
As a dining car, its main purpose is to sell most of the Starbucks drinks you can buy in stores. According to the official statement of Rutgers University, the car will be put into trial operation this summer, and when the school year begins in the fall, it will begin to park around the Rutgers University campus and provide regular service.
"students are very enthusiastic about Starbucks coming to campus, and they hope to drink Starbucks on both New Brunswick and Pisacataway campuses." Said E.J Miranda, a spokesman for the school.
If there is no way to get Starbucks, which already has more than 10,000 stores in the United States, to open a store, it would be cost-effective to choose a mobile dining car.
So Rutgers University bought the dining car with a standardized machine from Starbucks for $200000 to recruit and train its baristas to make drinks on Starbucks menus.
In fact, Starbucks diners have been around since the summer of 2014. At that time, Starbucks officially delivered three cars to Arizona State University, James Madison University and Carolina Coast University. If you include the one from Rutgers University, there are a total of six Starbucks diners parked in different corners of the campus.
Unlike Rutgers, the other five Starbucks diners were part of a partnership between Starbucks and Aramark, which is responsible for dining at 600 colleges and universities in North America, so Starbucks issued an official press release announcing the partnership, promising that the dining car would serve both drinks and snacks like a small Starbucks store.
From Aramark's point of view, Starbucks ranked first among the most popular coffee brands among students in a 2014 survey of 300000 college students.
"We believe that Starbucks diners are an excellent opportunity to improve our service. At the same time, help our busy students have a cup of coffee! " Said Cathy Shlosberg, vice president of marketing at Aramark.
However, if the partnership between Starbucks and Aramark is a win-win result, Aramark, which has food resources from 600 colleges and universities, has not vigorously promoted the project in the past two years.
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