Starbucks wants to put its caffeine jolt into your train ride.
In Zurich on Thursday the coffee giant unveiled the first Starbucks store on a train, including a fully-branded Starbucks motif on the inside and out. And, of course, baristas serving the java.
The move comes at a time that Starbucks continues ramping-up its efforts to expand outside the conventional storefront. It's sold in grocery stores. It's sold on college campuses. It's served on some airplanes. And now, even a Swiss train.
Starbucks train partner is Swiss Federal Railways (abbrevated as SBB in German), the national railway company of Switzerland. The first official voyage for the Starbucks train will take place on the train line running from Geneva Airport to St. Gallen in Switzerland on November 21 at 06:36 AM.
It was a serious challenge to design the Starbucks store on a train, says Liz Muller, director of concept design for Starbucks.. "We had to take into account the constant movement of the train, space limitation and stringent safety regulations."
It's one of the smallest espresso bars and stores that Starbucks has ever designed, she says.
The exterior of the sleek red and white car is branded with Starbucks siren logo on both sides including 'Starbucks' text. White icons representing menu items including beverages and muffins and an image of Starbucks espresso machines are on the train windows.
Inside, the colors are the familiar Starbucks browns and whites -- but no orange or green. The car's two levels provide seating for 50.
On the entry level, the baristas will serve passengers from behind a curved wooden bar that also features a small pastry case. There is a standing bar provided for customers. The upstairs boasts a lounge area with moveable club chairs and shared wooden tables.
For a Swiss-inspired twist, special dials resembling watch faces are built into all of the upstairs tables. Each has a number on it which is used so that customers can order from their seats and have drinks delivered.
But don't look for the Starbucks train to pull into New York's Penn Station or Washington D.C.'s Union Station in the near future.
"Not any time soon," says Starbucks spokeswoman Haley Drage . "This is something we are testing, and then can see how we can bring more broadly."