Starbucks China has opened its first Starbucks Now store – an express retail experience that integrates Starbucks physical and digital customer touch points.
Centered in Beijing’s financial district, the Starbucks Now store is the company’s first express-retail format location. The service combines the signature Starbucks cafe environment with mobile order and pay and Starbucks Delivers customer experiences.
“The Starbucks Now store is a testament to our unwavering commitment to delivering innovative customer experiences through new retail formats,” said Starbucks China Retail president and COO Leo Tsoi. “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.”
Customers entering the store are greeted by a Starbucks barista at an 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 fast pickup supported by baristas. Fulfilled Starbucks Now and Starbucks Delivers online orders will be placed in a secure in-wall system with a designated pickup portal associated with each order.
The store will also have the ability to serve as a centralised dispatch centre for delivery orders within a certain radius, so Starbucks baristas at neighbouring cafes can focus on delivering service to in-store customers at those locations. During peak times, Starbucks Delivers beverage orders will be prepared by baristas from a central kitchen that is part of the Starbucks Now store.
The company plans to open new Starbucks Now stores across high-traffic areas including business and transportation hubs as well as to new cities in China.