What is in this article?:
- Starbucks' La Boulange platform reaches East Coast
- Sales-driving potential
Analysts see the new pastries as significant sales drivers after seeing their success in the Chicago market.
Starbucks’ La Boulange food offerings are scheduled to reach Boston on Tuesday, the last major market to see the addition of the new pastry lineup in 2013 before the coffeehouse giant turns to its annual holiday-related promotional push.
Once the holiday season is over, however, Starbucks will resume its ongoing plan to add the new La Boulange lineup of sweet and savory breakfast pastries to about 7,000 company-owned locations domestically, spokeswoman Holly Shafer said Monday.
With the rollout in Boston, about 3,200 Starbucks locations will offer La Boulange pastries, Shafer said. Last week, the new food offerings reached New York stores, and they are available on the West Coast and in cities like Chicago.
The new offerings are the result of the Starbucks’ acquisition last year of the San Francisco-based Bay Bread LLC and its La Boulange bakery brand for $100 million. At the time, the Seattle-based company tasked the bakery’s founder Pascal Rigo with revamping Starbucks food menu.
Rigo started with breakfast, creating a lineup of classic French croissants and savory tarts with toppings like butternut squash, ham and cheese, and spinach. Cakes include mini pumpkin loaves and caramel apple muffins. The new items are warmed to order in the chain’s existing Turbo ovens.
A reworking of lunch offerings is next, with new sandwiches, salads and soups being tested in a handful of San Francisco locations. Shafer said that the test will be expanded to a few more stores in October, but the company is not ready to disclose timing on any lunch rollout; breakfast is currently the priority.