A lot of restaurants and cafés are implementing mobile
ordering and other such digital features to improve customer experience. Starbucks, which has one of the most
popular apps, has decided to do things differently. The brand has introduced
roastery stores where you will not be able to process digital orders at all. Everything
will be done in the traditional way.
These outlets will be focussing on in-store customer
experience. One of them occupies 35,000-square-foot on Michigan Avenue. These
up-scale stores goes to show that the success of a brand is not solely
dependent on the merchandise only. These ‘temples to coffee’ might be the only
locations where the company will intentionally serve its customers slowly.
This idea is completely different from the Starbucks Pick-Up concept at Penn Station. This is
also based on original idea: it is designed solely for customers who wish to
quickly grab a coffee on the go in the New York transit hub.
Being a multi-billion national retailer with 31,000 cafés
around the world, Starbucks
has the luxury to experiment with multiple store formats to better serve its clients.
While Pick-Up might become the most popular spot in areas where consumers are
in a hurry, the Roasteries are going to build and enhance the brand of
the company.
Starbucks
is working on in-store customer experience
Comments
Post a Comment