After closing all of its locations in the US and Canada on March 21 to visitors, the company is moving into a new phase and some establishments may start accepting takeout orders.
Starbucks, which has experienced closing and then gradually reopening restaurants in China, is adopting a tactic that brand management briefly describes as "monitor and adapt." Now all cafes in the US and Canada are closed to visitors, only pickup by car and delivery services work. But gradually, focusing on the orders of the authorities in individual states, some establishments will open the possibility of ordering takeaway.
This will allow the gradual introduction of restaurants into full-fledged operation. Then, with the improvement of the environment and the receipt of permission to open, Starbucks establishments will be able to start their work without delay. Based on experience gained in China, establishments in regions where the situation with the coronavirus is the least severe will be the first to open. For each individual cafe, an individual decision will be made, based both on the orders of the regional authorities, and on the mood of the local community and the readiness of a separate point to start full-fledged work.
The closure of restaurants was planned for a two-week period, later it was extended until May 3. It is noted that in the last week of March alone, sales at Starbucks restaurants in the US fell by 60-70%. It is expected that according to the results of the second quarter, which will be published on April 28, the company's profit will be halved.
