Starbucks Tests Mobile-Only Store

Café within the company’s Seattle HQ building will trial a new mobile ordering and pay concept.

April 03, 2017

LOS ANGELES – Reuters reported that Starbucks Corp will open a dedicated mobile order and pay store this week in its Seattle headquarters building to test “how to best serve convenience-oriented customers.”

Starbucks recently acknowledged that its mobile capabilities have created some unintended consequences. In January, Starbucks reported financial results for its 13-week fiscal first quarter that ended January 1, 2017, citing achievements in the mobile space. While mobile order and pay represented 7% of U.S. company-operated transactions (up from 3% in the prior year), and mobile payment reached 27% of U.S. company-operated transactions, the increase in mobile ordering has caused many stores to experience congestion at the counter. While lines at the register were short, incoming customers would see the crowd and leave without making a purchase.

Within the Starbucks HQ, there are two cafes that serve more than 5,000 company employees. The location is mobile-only and converted one of the cafes into a dedicated mobile order and pay location, notes Reuters. The store will feature a different design with a prominent pick-up window with a view to baristas preparing orders.

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