Starbucks' Tea Initiative
Training NYC to step away from the coffee
Starbucks opened its first Manhattan-based 'tea institution' today by launching the initiative across multiple media platforms in America.
The concept is called Teavana Fine Teas + Tea Bar under the Starbucks umbrella, something entirely different from all its other outlets. The corporation hopes to open about a thousand of the tea facilities in the United States and elsewhere over the next 5-10 years, with a plan to make people as accustomed to their morning tea as they are coffee.