Starbucks is opening a store that will exclusively distribute orders placed by mobile app.
The first of these Starbucks Pick-Up stores will open near New York City’s Penn Station, reports CNN. The concept, which is smaller than a regular Starbucks shop, already operates in China as Starbucks Now and is regarded as particularly suitable for cities, where space is limited and expensive.
Starbucks Pick-Up is the Western model of the Starbucks Now cafés operating in China
Starbucks reports that its app-based rewards program grew by about 14 percent in the past quarter and now boasts some 17 million participants.
Starbucks operates several formats, including the upscale Starbucks Roastery cafés
Starbucks Pick-Up is one of several formats and remodels the coffee giant has launched, including the upscale Roastery cafés. "Every store, every community, has its own personality," CEO Kevin Johnson told CNN. The idea is to "serve the multiple needs of that community."
By Edmund Mander
Director, Editor-In-Chief/SCT
