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Starbucks opens first express format in Canada

Commuters must save time and move quickly, which is why the new Starbucks is one of the most streamlined experiences in the company's portfolio

February 19, 2016

The first Starbucks express store in Canada opened this week in Toronto's Union Station, which welcomes 250,000 commuters each day, with hundreds disembarking trains at the same time.

For those commuters, it is essential to save time and move quickly, which is why the new Starbucks is one of the most streamlined experiences in the company's portfolio, designed for serving customers quickly, said Rossann Williams, president, Starbucks Canada, in a press release.

"Designed with the urban commuter in mind, the express store takes what is best about our cafés and refines it for faster service for our on-the-go customers," Williams said. "Express stores seamlessly integrate technology and efficiency into the customer experience, reducing the amount of time customers need to stand in line."

The store will be the third of its kind in the world following the two New York locations that opened early last year on Wall Street and in the Empire State Building. The 400-square-foot store is tailored for serving customers with the efficiency that comes with knowing what they want, quickly. Simply put, this format is the "espresso shot" version of the store experience Starbucks is known for, Williams said.

How it works

Getting this right meant starting from the beginning where, upon entry, customers are greeted by a Starbucks employee, who takes orders, which are electronically sent to a barista. Moving through the space, customers see a digital menu board displayed on four low-glare monitors. A set of menu options, tailored for the commuter includes the most popular products with Canadian customers. The display also serves as a form of art at night with glowing images of coffee farms shining through the station.

"Express stores feature a walk-through experience with no seating. The open layout ensures Starbucks partners are at the heart of the experience, helping customers travel through the space seamlessly," Williams said. "This new format is the latest example of Starbucks leadership in meeting customer needs; every component has been carefully considered. The store joins a diverse portfolio of designs ranging from large footprint cafés, community stores to drive thrus that provide our customers with tailored experiences as they move throughout their day."