Starbucks has rolled out the company’s Mobile Order & Pay experience, Starbucks Now, to 300 select stores in Beijing and Shanghai and plans to introduce this feature across China over the next year. Starbucks Now enables customers to place an order in advance of their visit and pick up their beverage and food at a Starbucks store. The feature is exclusively available to Starbucks Rewards loyalty program members through the Starbucks China mobile app. This feature is a testament to Starbucks’ commitment to driving meaningful innovation that brings high-quality coffee to customers, while using digital technology to address their needs for convenience and speed.
“Starbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,” says Belinda Wong, CEO, Starbucks China. “This builds on the latest of several digital initiatives in China, including Starbucks Delivers and locally relevant gifting and e-commerce experiences. We are excited to offer this special Mobile Order & Pay service exclusively to our Starbucks Rewards members to provide convenience and speed to suit their on-the-go lifestyle and seamlessly integrate Starbucks into their daily lives.”
The rollout of Starbucks Now builds on the digital capabilities and infrastructure of the recently introduced Starbucks Delivers program in 2018. Starbucks Now will provide customers in China a unique and convenient way to order, pay, and pick up their favorite Starbucks beverage and food item without the wait.
Additional Convenience for Starbucks Customers
Innovating at the accelerated pace of modern, urban life in China, Starbucks Now enables customers to choose a store location based on the GPS functionality of their mobile device to browse, customize a beverage, select a food offering, view order time, and pay, wherever they may be. Following confirmation of the order, baristas handcraft each beverage and have the order ready to hand to the customer when they arrive at the store. The convenience of mobile ordering means customers bypass the line.
In addition, Starbucks Rewards members also get Stars using Starbucks Now on all purchases, earning Stars 25 percent faster than if paying with a Starbucks value card. This way, they reap rewards such as free beverages, food, and personalized offers through the mobile order feature.
An Uplifting Personalized Order and Pick-Up Experience
Starbucks Now is curated to enable customization in an enhanced mobile-order experience. Through this feature, customers can modify the beverage size, select the number of espresso shots, and select their dairy preference. Beverage options have been expanded to include type of espresso shot, amount of whip cream, and room for milk.
For beverages with strict temperature requirements for quality, such as Nitro Cold Brew, Cold Foam Cold Brew, and Coffee plus Ice Cream, Starbucks baristas will handcraft beverages upon arrival.
Building on the Company’s mission, “to inspire and nurture the human spirit,” Starbucks has created a personalized pick-up experience for orders placed using Starbucks Now. Mobile-order customers will receive a secret code with an uplifting message to brighten their day. When the customer arrives at the store to pick up their purchase, they can share the secret code with the barista to pick up the order.