Starbucks opens world’s first Starbucks Now store in China
By Retail4Growth Team | July 22, 2019
Starbucks Now store is the company’s first express retail format store which offers new levels of convenience and speed to meet the needs of today’s modern urban lifestyle in China.
American coffeehouse chain Starbucks has recently opened its first express retail store in Beijing, called Starbucks Now. The new format store seamlessly integrates Starbucks physical and digital customer touchpoints.
According to the company statement, the new format store combines the signature Starbucks café environment with Mobile Order & Pay and Starbucks Delivers features, which allows customers and delivery riders to conveniently get their favourite beverages and food at Starbucks.
Centered at the heart of Beijing’s financial district, the Starbucks Now store is the company’s first express retail format store which offers new levels of convenience and speed to meet the needs of today’s modern urban lifestyle in China.
“The Starbucks Now store is a testament to our unwavering commitment to delivering innovative customer experiences through new retail formats,” said Leo Tsoi, chief operating officer and president, Starbucks China Retail. “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.”
A transformative order and pick-up experience
Customers entering the store will be greeted by a Starbucks barista at the elevated concierge counter to assist with ordering or order pickup. They can choose from a menu of handcrafted beverage options tailored for the on-the-go customer along with an assortment of popular food items. Limited seating is available for customers who choose to stay and relax with their favorite food and beverages in the store.
For delivery riders, a dedicated area for Starbucks Delivers orders enables quick and easy pickup supported by baristas offering the unparalleled best-in-class Starbucks Experience. Fulfilled Starbucks Now and Starbucks Delivers online orders will be placed in a safe and secure in-wall system with a designated pickup portal associated with each order.
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 exceptional 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.
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