The 'Starbucks Pickup' Concept Supports the Mobile Ordering Experience
Laura McQuarrie — November 5, 2019 — Business
References: stories.starbucks & foodandwine
A small-scale Starbucks location called 'Starbucks Pickup' is coming to New York City and it sets itself apart with a unique look that's free from menu boards and food cases. Notably, the location won't even be selling merchandise or whole bean coffee, as the store is almost entirely dedicated to supporting the mobile ordering experience. The Starbucks Pickup–Penn Plaza location gives consumers all the choices as usual with the Starbucks app but offers a streamlined experience for city living. Within the 1,000 square foot location, there's a digital board that indicates when an order is ready.
Although the location supports a mobile-first experience, customers will still be able to have their orders taken by baristas and traditional payment options will be available on the site.
Although the location supports a mobile-first experience, customers will still be able to have their orders taken by baristas and traditional payment options will be available on the site.
Trend Themes
1. Mobile Ordering - The rise of mobile ordering apps and dedicated pickup locations creates opportunities for businesses to streamline the ordering process and improve convenience for customers.
2. Streamlined Experience - The focus on creating streamlined and efficient experiences for customers through dedicated pickup locations presents opportunities for businesses to differentiate themselves and cater to urban consumers.
3. Digital Communication - The use of digital boards and notifications to communicate order readiness represents a trend towards seamless and efficient communication methods, opening opportunities for businesses to enhance customer satisfaction.
Industry Implications
1. Coffee Retail - Coffee retailers can utilize dedicated pickup locations and mobile ordering apps to offer customers a convenient and streamlined experience, improving customer loyalty and satisfaction.
2. Fast Food - Fast food chains can embrace mobile ordering and pickup concepts to reduce wait times and enhance the overall customer experience, potentially attracting a larger customer base.
3. Technology Solutions - Companies specializing in developing digital communication tools and mobile ordering apps can capitalize on the growing trend of streamlined pickup experiences, providing businesses with innovative solutions to optimize their operations.
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