Starbucks Going Mobile

JMU One Of Only Three Schools In Pilot Program

Posted: August 22, 2014

Baristas practice making drinks inside a mobile Starbucks truck Thursday morning on the James Madison University campus. The new pilot mobile program is only running in two other universities in the nation. (Photos by Nikki Fox / DN-R)
Starbucks barista Laura Rodriguez serves a co-worker a drink while practicing inside the truck Thursday.
Barista Nathan Scholz makes a tea and lemonade drink while practicing inside the truck.

HARRISONBURG — James Madison University is just one of three universities nationwide chosen to participate in a pilot for mobile Starbucks trucks.

The truck will be parked in front of Bridgeforth Stadium, next to the Duke Dog statue, starting Monday, the first day of classes.

JMU already has two Starbucks locations on campus, in the Carrier and Rose libraries, and another is just outside campus off Port Republic Road.

The truck’s menu is expected to be very similar to the variety of drinks and treats available in stores. The pilot is part of a partnership with Aramark, the food service company contracted with JMU.

Starbucks singled out the school as a good location, according to Stephanie Hoshower, director of dining services.

“We’re always excited to bring innovation for our students and we think this is going to be a great service that our students are going to be excited about,” Hoshower said.

The truck will eventually roam around campus to the busiest locations during the day. Hoshower said those locations have yet to be determined.

Starbucks does not intend to enter the food truck market, and is just trying something new, according to a press release from the company.

The truck’s hours may vary throughout the semester but will start out as 7:30 a.m. to 4:30 p.m. Monday through Friday.

Arizona State University also has a Starbucks truck, and one will begin service at Coastal Carolina University in South Carolina on Sept. 18.

Contact Kassondra Cloos at 574-6290 or

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