The old joke about Starbucks is that there are so many of the coffee shops across America that in some places you can sit in one location sipping a pumpkin spice latte and actually be able see another one of its stores across the street. If you think the brand is everywhere now, it's going to be truly ubiquitous at three universities this fall with a pilot program that has food trucks serving coffee to caffeine-starved students and faculty.

According to BusinessWeek, Starbucks has about 11,500 stores nationwide, but the company wants to increase its presence on college campuses. Therefore, it's launching this pilot program to see how things work by using trucks. They're already following herds of students at Arizona State University and James Madison University in Virginia, and Coastal Carolina University in South Carolina gets its coffee-delivery vehicle on September 18.

The true genius behind this plan is that the trucks aren't just going to sit in one place all day. Instead, they are moving around throughout the day to give students their first fix in the morning and be right there in the afternoon to top off their cups. Starbucks is even promising to adjust the trucks' hours as needed on each campus to suit customers, even staying open later than the dining halls in some cases. The company clearly knows once you get people hooked; they are going to keep coming back for more. Scroll down to read Starbucks' announcement of the pilot program.
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Starbucks Tests Mobile Trucks on Three College Campuses this Fall

Classes don't begin until later this week at Arizona State University, but there's already a buzz on campus about a Starbucks mobile truck.

The new truck, a pilot mobile service coming to three college campuses this fall, offers a menu of drinks and food nearly identical to what customers would find in their neighborhood Starbucks stores.

"People are surprised to see it, and then they're excited," said Ike Van Skike, district manager for Starbucks licensed stores. "ASU faculty and staff tell me this is great for them because it's an area of the campus that doesn't have a lot of food service."

The Starbucks mobile truck can move to various locations on campus throughout the day, making it convenient for students and faculty to grab a snack or beverage. While hours will vary on each campus, trucks are able to adjust business hours to suit the needs of their customers, in some cases staying open later than a dining hall.

The mobile truck, which complements Starbucks cafes currently located across campus, is a licensed store operated through Aramark and is a natural extension of the long-standing partnership between the two companies.

"Between classes, homework, extracurricular activities, jobs, and socializing with friends, today's students truly embody the on-the-go lifestyle," said Cathy Schlosberg, Vice President of Marketing for Aramark Education. "We believe the Starbucks mobile truck is a perfect opportunity to increase the convenience of our offerings and help meet our student body wherever they are in their busy days."

In addition to ASU, a truck will begin service on the James Madison University campus in Virginia on August 25 and Coastal Carolina University in South Carolina on September 18.

Starbucks looks forward to delivering world class service and the Starbucks Experience customers around the world have come to know – even on four wheels.


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  • 29 Comments
      johnb
      • 3 Months Ago

      hopefully they can recreate that wonderful burnt and bitter taste on the truck. 

      libertedelacroix
      • 3 Months Ago

      Me and my roomate are virtual opposites when it comes to coffee.  I hate the stuff, but drink it from time to time with sugar and milk.  My roomate drinks it religiously every morning, straight black and unsweetened.  I use shitty Folger's insta coffee that I put in microwaved water.  He artfully grinds his Hawaiian beans before loading up his Chemex filter and pouring it at the perfect temperature and flow.  Despite our different in coffee consumption, both of us agree Starbucks is disgusting.

      x19x19
      • 3 Months Ago

      Let's see...great plan to start adulthood.  100K of student loan debt compounded by buying $6 cups of coffee for 4 years. 

        Larry Litmanen
        • 3 Months Ago
        @x19x19

        Hey, if the student is not smart enough to figure it out it is on them.

          clquake
          • 3 Months Ago
          @Larry Litmanen

          Most do not understand the real world ramifications of poor credit, so to answer your question in a manner which you can understand, NO, an eighteen year old does not understand. They read the words and understand the words, but have no clue what it really means in the long run. They've never been exposed to the idea that you have to pay back more than you borrowed, and to do it on time. Banks do not lend to minors, so no one under the age of eighteen has their own credit. Most have never lived on their own, and most have always had the financial backing of their parents. It's pure logic. Try to follow it.

          clquake
          • 3 Months Ago
          @Larry Litmanen

          Most students have never been exposed to finances before. To expect them to know what the working world knows is unrealistic. Besides, have you ever spoken to a college student before? Some will make you ask them how they've survived up to that point.

      Taylor Robinson
      • 3 Months Ago

      Oh yea! There is a long line of girls at that truck every morning here at James Madison.

      Larry Litmanen
      • 3 Months Ago

      Starbucks----Hiring philosophy, sociology and psychology majors for over a decade.

      Pault
      • 3 Months Ago *Edited*

      Dear editor, rewrite that first sentence... wow.
      Here...

      The old joke about Starbucks is that there are so many across America, that in some places you can sit in one location sipping a pumpkin spice latte while seeing another one of its stores across the street. 

      Redacted a couple obvious repetitions, anyone who doesn't know that Starbucks serves coffee wouldn't be on the internet, and your anecdote is just too damn long to begin with to try and be cute.

        Ae Neuman
        • 3 Months Ago
        @Pault

        wasn't there a joke about starbucks having another starbucks inside ?

      marv.shocker
      • 3 Months Ago

      Slow news day, eh AutoBlog?

        marv.shocker
        • 3 Months Ago
        @marv.shocker

        Whose the old lady on here down voting everyone? Get a life...

        b.rn
        • 3 Months Ago
        @marv.shocker

        At least one person didn't downvote this.  Just because there's a truck involved, doesn't make this automotive news.

      jebibudala
      • 3 Months Ago

      College students these days are rich... And that girl dressed in blue is hot.  I'd bang.

        Larry Litmanen
        • 3 Months Ago *Edited*
        @jebibudala

        I am sure if she had one leg and looked like Sarah Jessica Parker (the one that looks like a horse from Sex and the City) you'd bang her too.

          Larry Litmanen
          • 3 Months Ago
          @Larry Litmanen

          You are right, Sarah Jessica "the Horse" Parker.


          Geller is actually hot.

          jebibudala
          • 3 Months Ago
          @Larry Litmanen

          Oh don't get me started, I'D BANG ALL OF THEM!

          sstowes
          • 3 Months Ago
          @Larry Litmanen

          @ Larry,

          I think you meant Sarah Jessica Parker (who used to look attractive in her "Hocus Pocus" days). Sarah Michelle Geller of TV Buffy the Vampire Slayer fame is actually quite attractive (actually to keep the 6 degrees of separation thing going, Kristy Swanson from the Buffy movie-also written by Joss Whedon-has always been and will likely continue to be, hot).

          On topic, I'm surprised this took so long. Seems like a no-brainer.

          Sorta on-topic, if you guys haven't seen Jon Favreau's "Chef" I highly recommend. Food porn, even when he gets his food truck going. You're going to want a Cubano afterwards, but I swear I gained 10lbs just watching that movie, alone.

        b.rn
        • 3 Months Ago
        @jebibudala

        jebibudala: "And that girl dressed in blue is hot.  I'd bang."

        Careful what you say.  That might actually be a dude.

      Yo
      • 3 Months Ago

      Starbucks should just go ahead and put a bell that goes "ding ding" on that truck and drive around campus.

      Feurig
      • 3 Months Ago

      They're gonna need two trucks driving around. There is no way there won't be a mile long line in the mornings.

        William Campbell
        • 3 Months Ago
        @Feurig

        On the ASU campus, there are four other Starbucks locations. This truck already does an incredible amount of business in the morning because of where it is set up. The truck there during a soft opening a week before school started was pulling more business than the slowest brick and mortar location on the campus. 

      MONTEGOD7SS
      • 3 Months Ago

      It's up to us as a people to fight the chain food trucks.  It goes against what started them in the first place, and they are coming out in force.  I won't support them, but I know there are PLENTY of people that stand for nothing in life that will gladly go to a Starbucks truck to overpay for 50c worth of burnt coffee and milk.

      Avinash Machado
      • 3 Months Ago

      What next?McDonald food trucks?

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