Starbucks is the latest to join the delivery war with its innovative pickup concept that was first teased in September. The coffee giant has been keen on reducing waiting time in its coffee shops for busy customers who are looking for a quick cup of coffee on their way to work or during the lunch hour.
Now with the convenience of a one-of-a-kind pickup store, Starbucks is taking the java experience to a whole new level, and threatening delivery giants like Ubereats and Postmates along the way.
First-Ever Micro-Store
Starbucks announced that it will debut its first pickup store in NYC’s Penn Plaza where customers will be able to seamlessly order their drinks using their mobile apps to cut down on waiting time.
Although the date for the store’s launch was undecided at the time of the announcement, the coffee giant has now penned November 5 as the official day when it will open doors to its pickup customers. Busy New Yorkers will be able to indulge in their favorite beverage and a quick bite at the new store located at 242 West 34th Street.
According to reports, the company’s focus is to enhance the customers’ experience in densely populated metropolitan cities so instead of investing in bigger store space, Starbucks is putting emphasis on the convenience of ordering online for a quick grab-and-go.
Convenience Over Space
The new micro cafe itself will only span over a thousand sq. feet, which is almost half the size of a regular Starbucks franchise, with a meager 300 sq. feet dedicated to a sitting area where customers can dine in.
The company’s vice president of Urban Markets, Katie Young, says that the company has listened to its customers’ feedback who have often complained of long queues and waiting times at the stores, especially during rush hour.
Young says that the company has worked hard to design a store concept that delivers the same coffee experience and high level of customer service while cutting down on waiting time and targetting a new market of coffee consumers who prefer convenience over the comfort of enjoying their cup of joe in cafes.
Innovative Yet Traditional
Since the customers will order their drink on the app, the new micro store will not feature an on-site menu. The app itself is quite simple to navigate and customers can access the brand’s full menu, customize their drink and select pickup site, all with a few simple clicks.
The new minimalistic pickup store concept will abandon the brand’s popular display of coffee beans, mugs, and other merchandise often sold at typical Starbucks franchises. Instead, the customers will be greeted to a digital screen that announces the status of their orders.
But the store isn’t just for customers who order through apps. There will still be baristas behind the counter to take orders from walk-in customers, and accept payments through traditional options found across most Starbucks chains.