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 Starbucks Corp., which has offered company stock for store workers for more than two decades, will now begin picking up most of the college tab for its employees. Photographer: Ron Antonelli/Bloomberg 
  
 Starbucks Corp. (SBUX:US) is going big on booze. 
  
 Starbucks will expand its evening alcohol and light bites menu, which includes bacon-wrapped dates and Malbec wine, to thousands of stores, Chief Operating Officer Troy Alstead said in a phone interview. The rollout will take several years, he said. 
  
 “We’ve tested it long enough in enough markets -- this is a program that works,” he said. “As we bring the evening program to stores, there’s a meaningful increase in sales (SBUX:US) during that time of the day.” 
  
 Starbucks has been focused on selling more non-coffee items, such as alcohol, juice, Teavana tea and food, to stoke U.S. growth. The company, which announced a long-term plan to almost double its market value to $100 billion yesterday, also is expanding and improving its rewards program and mobile applications. Earlier this month, Starbucks said it would soon test a way for customers to order items ahead of time with their smartphones. 
  
 The shares (SBUX:US) rose 1.4 percent to $76.96 in New York. The Seattle-based company closed today with a market capitalization of about $58.2 billion. 
  
 The company first sold alcohol in October 2010 at a Seattle store. In January 2012, Starbucks said it was expanding the test to as many as 25 locations in Chicago, Atlanta and Southern California. In Chicago, the after-4 p.m. menu includes fare such as truffle macaroni and cheese, chicken skewers, Chardonnay and chocolate fondue. 
  
 Urban Areas 
  
 The evening food and drinks, which are in about 40 stores now, won’t work in all Starbucks cafes, Alstead said. He said they’ve seen success in some urban areas, near other restaurants and theaters, where people are out at night. 
  
 Last month, Chief Executive Officer Howard Schultz handed over the company’s day-to-day operations to Alstead, so Schultz could focus more on digital, mobile, loyalty and electronic-commerce initiatives. The company said yesterday in a statement that its mobile-payment application has been gaining traction. 
  
 Mobile payment now accounts for 14 percent of in-store transactions in the U.S., up from a 10 percent rate disclosed in July. Starbucks also said it will open at least 20 additional Teavana stores in the current fiscal year. 
  
 “Mobile is very important,” Peter Saleh, a New York-based analyst at Telsey Advisory Group, said in a phone interview. “The companies that are taking share are the companies that have some mobile, digital platform -- Papa John’s (PZZA:US), Domino’s, Starbucks, Dunkin’.” 
  
 Loyalty Program 
  
 Starbucks’s loyalty program entices diners by offering free beverages, food and refills in return for points they’ve accumulated from purchases. Customers can pay with mobile phones or Starbucks cards that are linked to their account. 
  
 As part of its effort to sell more tea, the company will begin offering Oprah Winfrey-branded chai tea on April 29 at stores in the U.S. and Canada, Schultz said at the company’s annual meeting yesterday. Winfrey, the television personality and entrepreneur, tasted different tea varieties and helped Starbucks create the blend, which includes black and rooibos teas. 
  
 “This felt like something that I really loved, that I really cared about,” Winfrey told Schultz at the meeting. Starbucks will donate money from the tea’s sales to charities that support youth education. 
  
 Starbucks bought (SBUX:US) Teavana Holdings Inc. last year in a transaction valued at about $626 million. It has since been expanding the brand and plans to open tea bars in Chicago and Los Angeles this fiscal year. 
  
 Starbucks has more than 20,100 locations worldwide, including about 11,500 in the U.S. 
  
 To contact the reporter on this story: Leslie Patton in Chicago at lpatton5@bloomberg.net 
  
 To contact the editors responsible for this story: Nick Turner at nturner7@bloomberg.net Kevin Orland ||||| NEW YORK (AP) — Starbucks turned its shareholders meeting into an episode of the Oprah Winfrey show on Wednesday. 
  
 Howard Schultz, left, chairman and CEO of Starbucks Coffee Company, sits and drinks tea with Oprah Winfrey, right, to announce their partnership to offer Teavana Oprah Chai tea, Wednesday, March 19, 2014,... (Associated Press) 
  
 Shareholders and other guests arrive for the annual Starbucks Coffee Company shareholders meeting, Wednesday, March 19, 2014, in Seattle. (AP Photo/Ted S. Warren) (Associated Press) 
  
 Howard Schultz, chairman and CEO of Starbucks Coffee Company, speaks Wednesday, March 19, 2014, at the company's annual shareholders meeting in Seattle. (AP Photo/Ted S. Warren) (Associated Press) 
  
 Sandy Roberts, Starbucks strategy manager for global coffee engagement, pours samples of coffee for shareholders and other guests, Wednesday, March 19, 2014, at Starbucks' annual shareholders meeting... (Associated Press) 
  
 Howard Schultz, chairman and CEO of Starbucks Coffee Company, talks about Starbucks' Teavana tea products, Wednesday, March 19, 2014, at the company's annual shareholders meeting in Seattle. Schultz says... (Associated Press) 
  
 The celebrity talk show host appeared on stage to announce a drink called the Oprah Chai that will be sold at Starbucks cafes starting April 29. The drink will also be available at the small chain of Teavana tea shops Starbucks recently bought. 
  
 The splashy move comes as Starbucks Corp. looks to tap into tea as a new sales driver. Starbucks cafes are still enjoying strong sales growth, but the company is also facing intensifying competition as fast-food chains and others crowd the coffee market. 
  
 Before welcoming his surprise guest on stage at the annual meeting, Starbucks CEO Howard Schultz noted that he wanted to "ignite and transform" the tea category. Schultz has said repeatedly in recent months that he wants to make tea as popular as he helped make coffee with Starbucks. 
  
 Teavana had about 300 locations when Starbucks acquired it. The stores are located mostly in shopping malls and sell packaged and loose leaf teas, rather than prepared drinks or food. But Starbucks has said it plans to open more free-standing locations. It recently opened a Teavana tea shop in New York City that looks more like a cafe and serves a variety of small dishes. 
  
 The idea for the collaboration came after Winfrey shared her love of tea with Schultz at a wedding they attended last summer, the two said in an interview after the shareholders meeting. He sent chai tea to her hotel room and asked if she wanted to create her own tea for the chain. 
  
 "The passion Oprah has for chai tea is not a casual preference," Schultz said. 
  
 "I've texted him about 100 times since we were at the wedding this summer," Winfrey said. 
  
 Starbucks said "a portion" of the proceeds from the sales of the Teavana Oprah Chai will go toward the Oprah Winfrey Leadership Academy Foundation to help youth educational opportunities. The company didn't specify how much will go to charity. 
  
 The drink's price hasn't yet been determined, but Schultz said it should be comparable to other drinks sold at Starbucks. 
  
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Soon, Starbucks will be more than just a place where you can get a Frappuccino and a croissant: It will also be a place where you can get some bacon-wrapped dates and a nice glass of Malbec. The COO recently revealed that the coffee chain has been testing its evening "alcohol and light bites" menu in select locations, and will be expanding it to thousands of stores, Businessweek reports. "This is a program that works," says Troy Alstead. "As we bring the evening program to stores, there’s a meaningful increase in sales during that time of the day." So far, alcohol has been sold at about 40 stores in Seattle, Chicago, Atlanta, LA, Portland, and DC. Other items on the menu, available after 4pm, include truffle macaroni and cheese, parmesan-crusted chicken skewers, and chocolate fondue. But don't get too excited: The rollout of the menu to more stores is expected to take several years, and only stores in urban areas—where people are likely to be out at night—will likely see the expansion. In other Starbucks news, the company will start selling "Oprah Chai" next month—yes, really. Winfrey helped to create the blend, the AP reports.