Starbucks plots rapid expansion for Seattle’s Best brand as it seeks to keep growing

Starbucks plans big push for Seattle’s Best brand

SEATTLE — Coffee chain Starbucks Corp. plans to revamp its Seattle’s Best brand, expanding its availability through franchises and a big expansion at other retailers.

Starbucks said Wednesday it will to increase availability of the brand from 3,000 locations to 30,000 by the end of the year.

That includes a new agreement with AMC Theaters, which will serve Seattle’s Best Coffee in 300 AMC Theaters nationwide beginning in July.

Seattle’s Best will also be offered at all Burger King restaurants by September.

Other companies that serve Seattle’s Best include Alaska Airlines, Borders bookstores and Royal Caribbean Cruise Lines.

Starbucks acquired Seattle’s Best in 2003.

Starbucks has faced increased competition as lower-priced rivals such as McDonald’s Inc. tout their own brews. But it has responded by cost-cutting and other moves and the company posted an eightfold increase in its second-quarter profit, the fourth consecutive quarter that Starbucks’ profit rose and the second that its revenue did.

Starbucks has faced increased competition as lower-priced rivals such as McDonald’s Inc. tout their own brews. But it has responded by cost-cutting and other moves and the company posted an eight-fold increase in its second-quarter profit.