They chose to bring Starbucks to these campuses in the form of trucks instead of shops because the trucks will be able to travel around with students throughout the day and meet students' needs accordingly. For example, they can park outside dorms and campus apartments in the morning and move to libraries or student centers in the afternoon. This is great for everyone, since students will have easier access to their coffee and Starbucks will get more business!
Starbucks trucks are operated by Aramark, and coffee represents 18 percent of Aramark's sales on college campuses even though coffee chains only represent about 9 percent of the total campus sales. Starbucks will be using the food trucks to test the idea and find out if they'll really be able to reach more traffic on-the-go. The college campuses are ideal for testing the idea, as they offer parking, multiple locations, and consistent access to people who love coffee!
