Starbucks Tests Digital Menu Boards

Starbucks is testing digital menus in some stores that can be tweaked throughout the day to promote specific menu items.

The move is intended to bolster select dayparts, specifically the afternoon, which has seen sluggish sales at the chain recently.

“Digital menu boards are one of several in-store efforts we are introducing as part of enhanced storytelling with our stores,” a Starbucks spokeswoman said Friday. “These are an example of the work underway as we focus on our operational priorities.”

The spokeswoman declined to say how many units currently have digital menu boards or reveal any plans for their future implementation, saying the company is gathering feedback on them from employees and customers.

A Starbucks in Chicago’s Loop has a six-panel digital menu, which showed images of tomato-basil soup and a grilled cheese sandwich one recent afternoon, Bloomberg reported.

Dunkin’ Donuts, Chili’s and Starbucks have all recently announced plans to beef up afternoon sales. Starbucks is focusing on its mobile app to draw time-pressed p.m. consumers seeking food and drink on the go.

“Just like we figured out and cracked the code in the morning daypart, we will do the same thing in the afternoon,” Starbucks Chairman Howard Schultz said during a conference call with analysts earlier this year.

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