Starbucks has built an 18-month plan that includes a focus on developing a mobile app, as well as increasing the number of auto cafes and pickup points.
With the coronavirus pandemic, many retail realities have changed, perhaps forever, and pre-existing trends towards convenience and a more personalized experience have only strengthened. Consumers are increasingly embracing digital technologies and want to get the most out of them. By taking a number of steps to integrate the physical and digital experiences of shoppers, Starbucks aims to meet their changing needs. The CEO spoke about the new plans of the company in his open letter Starbucks Kevin Johnson.
In particular, it is planned to improve the convenience of shopping in restaurants of the chain by increase in the number of autocafes, as well as small retail outlets, including those locations where you can pick up orders previously made using the Starbucks mobile app. Using an app that also allows you to pre-pay for an order should be an integral part of the shopping experience in today's world. The Starbucks Rewards loyalty program, which already includes more than 19 million members, will also expand.
New Starbucks Pickup locations will be popping up in major cities, including New York, Chicago, Seattle and San Francisco, with more drive-thru locations in less densely populated suburban areas, as well as outlets where coffee drinks can be purchased through pickup windows on the streets, including without leaving the car.
Due to increased customer use of the Starbucks ordering apps and the nationwide availability of delivery via Uber Eats, Starbucks will also redesign a number of restaurants. They will have separate checkouts and counters for mobile orders, which should make it easier for customers and couriers to pick up an order.
The traditional approach to Starbucks restaurants as a place of relaxation and socialization is being revisited today, and the company is committed to providing customers with an equally convenient and comfortable experience, but with more mobility, widespread use of delivery and shopping on the go.