You may remember that Starbucks launched its mobile ordering system back in 2015 allowing users to skip the line at its stores and pick up their order that they placed and paid for using the mobile app.
Starbucks customers in popular locations like to use the system to place their order and pay for it before they even arrive at the store. The thing is, this has created long lines for customers who placed mobile orders, and in some cases, the lines are longer than the regular store lines! Which defeats the purpose.
So Starbucks is trying to come up with a new way to help those customers. It will test a new store location that’s only going to serve customers that place mobile orders. This store is located at the company’s headquarters in Seattle and it’s going mobile-only next week. All mobile orders from building employees will be taken by the new location. There are 5000 employees in all.
The location will have a different design with a pick-up window which also offers a view of the baristas that are preparing the orders. We will see how well this test performs. Hopefully the results are such that Starbucks will decide they want to launch mobile order-only locations in other parts of the United States.