Pilot Project: First Starbucks stores on board Intercity trains.
Press release, 06.03.2012
In an exciting new experience for Swiss rail travelers, during the first half of 2013, SBB and Starbucks plan to launch travelling Starbucks stores on board two SBB Intercity trains between St. Gallen and Geneva.
SBB is constantly improving the on-board restaurant service in order to increase the attractiveness of railway travel. The pilot project, taking place on two Intercity trains traveling between St. Gallen and Geneva, will offer customers a unique way to spend their journey in the first ever Starbucks store on wheels. The pilot project will convert the current on-board bistro and restaurant facilities of two ‘IC 2000’ bi-level trains into Starbucks stores. The design has been jointly developed by Starbucks and SBB in order to deliver customers a Starbucks store which fits inside a double-decker train. Travelers will be able to enjoy their favourite Starbucks drinks in the store on-board.
“Starbucks is a perfect complement for our own range of services. We would like to attract young guests and business travelers in particular”, says Jeannine Pilloud, Director of SBB Passenger Transportation.
Starbucks is always looking for unique ways and places to meet customers’ growing demand for quality coffee. Starbucks presence onboard SBB trains is an example of Starbucks commitment to locally relevant growth in Europe.
“We are excited by SBB’s invitation to participate in this pilot project, which is the first of its kind”, says Frank Wubben, Managing Director of Starbucks Switzerland and Austria.
“Once again Switzerland is leading the way and planning a key role in innovating the Starbucks brand. It is here over ten years ago where we opened our first store in continental Europe, we purchase all of our coffee worldwide through our Lausanne trading center and our coffee machines come from Switzerland”, says Rich Nelsen, Senior Vice President Starbucks EMEA.
SBB’s subsidiary Elvetino remains in charge of operating the on-board restaurants and has been closely involved in the project.