Once in a while, you may stumble upon a Starbucks on wheels: whether a truck or a trailer, the company does have a few of these mobile, re-locatable Starbucks on wheels.
The number one use for them is when Starbucks has closed a cafe for major renovations. In order to keep business operations going while a cafe is gutted for a major refurbishment, Starbucks will set up some sort of truck or trailer on the parking lot of that location. There is one right now in Lake Forest, Washington (a city just outside of Seattle). The “trailer bucks” opened up February 3, 2015, and will be at that site for about six weeks, while the cafe at 17039 NE Bothell Way, is closed for renovations. There are a few other uses for Starbucks stores on wheels, such as setting up operations for local special events, such as the Green Lake Milk Carton Derby or the Ballard Seafood Fest, but I’m not sure if these mobile Starbucks still get used for such events. Again, the number one use for a Starbucks on wheels is to continue business operations at a site undergoing a major renovation.
This portable “trailer bucks” in Lake Forest is unique. It’s the first time that I’ve seen a drive-thru function out of a little trailer. The queue of cars wraps around the existing store, but the baristas have to run out an open door of the Starbucks-trailer and lean over a railing and hand off drinks and food. I don’t think this would work if Seattle had harsh winters with snow and freezing temperatures! It would get so cold inside that little truck with the back door hanging wide open for hours on end, if the whether was freezing out! I asked the store manager how they had a drive through and he just said it was the existing lineup for cars, a few cars longer due to the mobile Starbucks.
These little portable Starbucks stores are kind of cute! Take a look at a few more photos:
The funny thing is that I’ve been contacted a number of times by people who want to ‘rent a Starbucks truck’ and/or operate a Starbucks business from a truck. This isn’t that uncommon of an email request to my site! I’m sorry to tell you, Starbucks does not rent these mobile locations for weddings, receptions, or any other customer events.
Starbucks experimented with mobile trucks on college campuses this past summer, however licensed business partner Aramark actually operated the trucks. They were not company-operated, such as when the trucks are stationary on a lot while a cafe is closed.
Even more surprising is when people tell me that they want to own one of these mobile Starbucks locations as a business venture. My gut reaction is that anyone who says that has not read Pour Your Heart Into It.
In terms of business models, any company could choose to grow by (1) franchising, (2) operating stores with other large companies via licensing, or grow their (3) company-operated locations. Each one of these things is very different from the other. Starbucks does not franchise. (I shouldn’t say that as an absolute. My understanding is that there are a tiny number of franchised Starbucks in the United Kingdom.) In the U.S., you can’t own a franchise of Starbucks. When a business owner buys a franchise, he or she operates their own business. They gain enormous control via the purchase of a franchise. The parent company loses some control over the franchise. It’s very hard to close a franchise because the franchise owner legally owns their franchise. A license store is a permission to operate a store, but not an ownership of that business. Another business partner (usually a large successful company with their own retail operations), such as Safeway, Target, Aramark, or HMS Host (operates airport locations) enters into a contract to operate Starbucks. Just as you might have a license to drive – which can be revoked if you do something against the rules of the road – the business owner has a license, which can in fact be revoked if there is a serious contract violation. It is much more difficult to take back something that another person actually owns.
If you have handy your copy of Pour Your Heart Into It, re-read pages 171 through 175 for Howard Schultz’s take on franchising and why he objects to it. Starbucks granted their first licensing agreements in 1991, with the airport locations operated via HMS Host. Occasionally, I have had the thought that there are an awful lot of licensed Starbucks in the U.S., which are a little harder to control than company-operated stores. I’ve had moments of worry about that, but I have to trust that Starbucks knows how to pick excellent business partners for their licensing operations.
The bottom line is, and I’m sorry to tell you, that if you send an email to Starbucks asking to buy a franchise (or if you send me such an email), you’ll be told that is not possible.
Hope you enjoy the photos of the mobile Starbucks!
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Great truck. Would love to see these trucks used more often than just when a store is being remodeled. I think this was discussed before in a previous post but since I am not in walking distance to a SB store how nice it would be to have a truck near me!
So cute! I’d love to see pictures of how it’s structured on the inside! We had a truck like this not that long ago for the launch of Fizzio. I drove out to see it. It was super cool! The baristas working it however didn’t seem to be enjoying themselves all that much. I know if I got the chance to do something cool like that I would totally enjoy it! Great post!
@purple1 – Who knows – Starbucks is increasingly experimenting with store options. Maybe one day you’ll have a truck parked near you! At least right now, the largest use of these is for store cafes that are closed during major remodels.
There was one of these trucks at one of our local stores being remodeled last fall. I think they’d be great for wedding receptions, graduation parties, football games, etc. It’d be expensive to rent the Starbucks services but I’m sure people would do it if it was available.
I first experienced Sbux on wheels when they’d just come out with frappuccinos in the late ’90’s and had a truck like this at a local 5-10K race. They were handing out prob tall sz samples of these. This is a race that’s always on Memorial Day weekend so you can imagine what a hit they were with runners!
From what I’ve seen in the Time magazine article (bits of it), H.S. has all HUGE plans for Sbux, including trucks. We’ll see what’s better and what’s not.
The Starbucks in Ireland, North and South, are franchises operations now and there had been a marked decline in customer service and quality. It’s very sad.
Very cool. I’d like to see more of this. It is a great way to retain customers instead of saying “we are closed for 6 weeks” and those customers go to another business for their java fix.
They should have those at every nursing school! (I sure would’ve loved it when I was in college) Nurses love (and need) coffee 🙂
So what are the chances to have a licensing agreement for a mobile trailer? We had the idea to have one in Casa Grande AZ where we do not have to worry about cold weather. There are local stores here
Hello,
I’m a current partner at this Starbucks location. I was hired to work after the construction was completed. I’ve been running an Instagram for our store and I’m planning to run our Facebook and Twitter. I stumbled across this and was wondering if you had any more pictures of the trailer, as well as if I can use them on our Instagram for throw back Thursdays?
Thank you,
Sarah
I am interested in a Starbucks truck , My husband owns a PowerHouse Gym in New Haven, CT. 06516 . To try to tell you briefly , there are thousands of members that pass thru the doors everyday with a coffee in their hand. The people that work out Love Starbucks coffee because they think it’s Strong and they want that! So can you please contact me . My name is Linda Montanari @203-934-7044 I would love to speak to someone, rather than just converse thru E Mail. If that is possible. Thank-You , Respectfully, Linda
Can you lease a Starbucks Truck?