Starbucks launched its mobile ordering system back in 2015 which allowed users to bypass the line at its stores and pick up their order that they placed and paid for using the mobile app. However, it has been the victim of its own success in one way. Starbucks customers in popular locations prefer to use the system to place their order and pay for it before they’ve even arrived at the store. This has resulted in long lines for customers who placed mobile orders, in some cases, the lines are longer than the regular store lines!
That’s obviously not going to work so Starbucks is trying to come up with a new way to accommodate those customers. It’s going to test a new store location that’s only going to serve customers that place mobile orders.
Reuters reports that this store is located at the company’s headquarters in Seattle and that it’s going to go mobile-only starting next week. All mobile orders from building employees, and there are 5,000 of them, will be taken up by the new location which won’t accept regular orders.
The location is going to have a different design with a prominent pick-up window which even offers a view to the baristas that are preparing the orders.
It remains to be seen how well this test performs and whether the results are encouraging enough for Starbucks to decide whether or not it wants to launch mobile order-only locations in other parts of the United States.
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