The project under the working title "Verde" will have its own brand.
Online retailer Amazon is considering launching checkout stores in partnership with Starbucks, the largest coffee chain. According to Business Insider, we are talking about the Amazon Go format, in which coffee zones could be integrated into the store.
It is known that the parties are already negotiating the launch of joint lounge areas for the sale of coffee in stores. The format will be aimed at "professionals who value time" outside their home and work.
“We plan to open a one-stop shop where shoppers can grab drinks at Starbucks and/or pick up delicious takeaways at Amazon Go without queuing,” Amazon said.
It is noted that the project under the working title "Verde" will have its own brand, combining elements of Amazon and Starbucks. Lounge-style coffee zones will be located along with ready-made food outlets. The target audience are customers aged 25 to 45 years. Institutions will open in large cities, in places with high traffic.
Online orders for a cup of coffee will be accepted on the Starbucks mobile app, giving Amazon Go customers additional time savings. The coffee giant will be responsible in the project for creating "places to relax away from home."
The first discussions of the new project were conducted in the summer of 2020. Initially, it was assumed that the launch of "Verde" would take place in the fourth quarter, and already in 2021 6 cafes of the new format would be opened, but the launch dates were postponed due to disagreements on operational issues. If the project is recognized as successful, the parties will be ready to scale it up.
