With its latest innovation, Starbucks has created the questionable activity of drinking hot scalding coffee while skiing. The coffee chain has opened an outlet in a Squaw Valley ski resort, the world’s first ever ski-thru Starbucks.
Snow fans at the California resort can now order joe on the go without having to remove their skis or snowboards. There was a grand opening over the weekend, complete with ribbon-cutting. At 8,000 feet above sea level, the new restaurant is also one of the highest Starbucks.
In a press release, Starbucks Vee-Pee of Branded Solutions Doug Satzment said the coffee franchise was always thinking about new ways to serve coffee:
“Starbucks is passionate about providing customers with the unique Starbucks experience wherever they are, including Squaw Valley’s upper mountain. We look forward to serving our signature espresso and coffee beverages to the thousands of skiers and riders at Squaw Valley.”
The idea of a ski-thru Starbucks window was first put forward by JT Holmes, a BASE jumper who took to the slopes with a mug of java in hand. Now that it’s open, the coffee store will be open throughout the winter season, providing thirsty skiers with overly sugary drinks for as long as the weather permits. No word yet on whether this particular Starbucks will be providing alcohol. That might be unwise.
Starbucks isn’t the first fast food giant to boast a ski-thru restaurant – in 1996, a McDonalds opened at the popular resort of Lindvallen in Sweden, and still serves burgers, fries and drinks to this day.