News

Starbucks unveils mobile-centric format in Beijing

July 15, 2019

Starbucks has unveiled Starbucks Now, a new format specializing on speed of service, in Beijing. Using the chain's Mobile Order & Pay and Starbucks Delivers experiences, the store is an "express retail experience that seamlessly integrates Starbucks physical and digital customer touchpoints," according to a company press release.
 
"The Starbucks Now store is a testament to our unwavering commitment to delivering innovative customer experiences through new retail formats," Leo Tsoi, chief operating officer and president of Starbucks China Retail, said in a company release. "This new retail format and design approach provides us with a platform to offer customers a fast and convenient retail experience to suit their on-the-go lifestyle."

Although limited seating is available for customers who choose to linger, the format is designed for on-the-go customers. 

For delivery riders, a dedicated area for Starbucks Delivers orders enables quick and easy pickup, and online orders are placed in a safe and secure in-wall system with a designated pickup portal associated with each order, according to the release.

The store will also have the ability to serve as a centralized dispatch center for delivery orders within a certain radius so Starbucks baristas at neighboring cafés can focus on delivering service to in-store customers at those locations. During peak times, Starbucks Delivers beverage orders will be handcrafted by baristas from a central kitchen that is part of the Starbucks Now store, according to the release.

The company plans to open Starbucks Now stores across high-traffic areas including business and transportation hubs as well as to new cities in China.

In May, Starbucks China introduced the company's mobile order and pay experience and has since expanded it to over 1,300 stores across four cities.

Photos: Courtesy of Starbucks