Starbucks Now, a company-first for Starbucks Corp., has opened in China and looks to expand upon the coffee giant’s presence in the Chinese delivery and retail space. The café focuses on mobile orders as well as pay and deliver customers, and will feature secure ‘pickup portals’ along the wall from which customers and couriers can easily find their orders.
In a statement, Leo Tsoi, chief operating officer and president for Starbucks China Retail, said, “This new retail format and design approach provides us with a platform to offer customers a fast and convenient retail experience to suit their on-the-go lifestyle.” This latest expansion is part of Starbucks’ ongoing efforts to expand into the competitive, and tech-driven Chinese market.
“Today’s launch of the first Starbucks Now store marks the latest milestone in the company’s continued efforts to bring its digital experiences for customers in China through unique and convenient store formats. The company plans to open new Starbucks Now stores across high-traffic areas including business and transportation hubs as well as to new cities in China.”