Starbucks China has launched its new mobile order & pay experience Starbucks Now to 300 selected stores in Beijing and Shanghai.
The firm is planning to introduce this feature across China over the course of the next year.
Starbucks Now allows customers to place an order in advance of their visit and pick up their beverage and food at a Starbucks store. The new feature is exclusively available to the cafe chain’s loyalty program members through the Starbucks China mobile app.
“Starbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,” said Starbucks China CEO Belinda Wong.
“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 last year. Starbucks Now will provide customers in China a unique and convenient way to order, pay and pick up their favourite Starbucks beverage and food item without the wait.
The service allows customers to choose a store location based on their GPS location to browse, customise a beverage, select a food offering, view order time, and pay – wherever they may be. Following confirmation of the order, baristas prepare each beverage and ensure the order is ready to hand to the customer when they arrive at the store.
Starbucks Now is curated to enable customisation as part of the mobile order experience. Through the feature, customers can modify the beverage size, select the number of espresso shots and select their dairy preferences. In a first-ever mobile order feature for Starbucks, beverage options have been expanded to include: type of espresso shot, amount of whipped cream, and room for milk.