Starbucks China Opens Express Retail Store
Starbucks is upping its convenience factor in China by opening an express retail concept store in Beijing, aiming to streamline delivery and pick-up services for its customers and drivers in the city.
The Starbucks Now store features minimal seating and secure in-wall 'pick-up portals', where customers who have ordered via the app can collect their orders without needing to queue. Delivery drivers can also collect orders from these points. Two or three baristas are on hand to greet customers and assist with ordering.
The store also acts as a central hub for fulfilling delivery orders for more traditional Starbucks stores nearby, easing the burden when they're particularly busy. Alongside this, Starbucks China has been using ghost kitchens to prepare orders and expand delivery services to its 1,000 stores in the country. It's partnering with Chinese e-commerce giant Alibaba to use its supermarket chain Hema's locations as a base.
The global coffee chain has plans to open more of these express stores across China, mainly focusing on high-traffic areas such as transport hubs and business districts.
Meanwhile, to learn more about today's new coffee-loving cohorts, read Meet the New Coffee Consumers.