The pastry case at the Starbucks on lower King.
The New York Times this Tuesday took notice of Starbucks’ revamped pastry program, which has riveted investors curious about the chain’s attempts to diversify its coffee service. The story likely made more sense to Charleston readers than it might have made the previous day, since Tuesday also brought the pastry line’s local debut.
As previously reported on Raskin Around, the coffee giant this April started rolling out its “served hot” pastries developed by La Boulange. According to the New York Times, 3,000 of Starbucks’ 10,000 domestic stores now offer the pastries, displayed on signature pink paper.
The rollout is scheduled for completion by the end of next year.
Starbucks isn’t saying when its new pastry line will reach Charleston, but local staffers suspect the switchover’s imminent: According to a barista at the chain’s International Boulevard location, the store last week received new warming equipment.
The coffee giant in April rolled out La Boulange products at its stores in San Francisco, which birthed the bakery responsible for the upgraded cookies, cakes and croissants. The pastries are now available in Seattle, Portland, Phoenix, Chicago and New York, with Boston’s stores set to start carrying the sweets and savories this month.
Starbucks last year bought La Boulange for $100 million with the intention of elevating the quality of its baked goods. “Starbucks has 40 million customers per week in America,” La Boulange’s owner Pascal Rigo this spring told the San Francisco Chronicle. “How do you scale that? How do you bring great product to that many people?” Continue reading