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When Starbucks launched its mobile ordering system in 2015, it hoped to answer the needs of its loyal customers. The worldwide coffee franchise wanted to give its customers a grab and go solution instead of having to line up to order their daily cup of Joe. Unfortunately, its mobile ordering system proved to be a success -- too much that its virtual lines turned out to be much longer than walking in and ordering a cup of coffee.
The success of its mobile ordering system has prompted Starbucks to look for other ways this system could flow much faster and be more efficient for the chain and its customers. One way they are aiming to improve this is by creating a mobile only location instead of the usual Starbucks cafe.
The company is testing this idea in its own Seattle HQ starting next week. As reported by Reuters, the coffee giant will be turning one of its internal cafes into a mobile only location. What this means is that it will be a mobile order and pay location. According to the report, all mobile orders made by the employees from the building will be routed to the new location. True to its nature, this location will have a different design featuring a pick up window that will be prominent enough for customers to spot easily. Not to mention, there will still be a view where customers will be able to see the baristas as they prepare their orders.
Apart from testing the new mobile ordering system, Starbucks is in the process of converting an existing cafe in the building into its first premium Reserve stores. This store is set to open to the public in fall. Meanwhile, they are also gearing up to open a second Reserve store in Chicago shortly after the first store opens.
Starbucks launched its mobile ordering system on its app back in September 2015. The app gave customers an option to order ahead and pick up their drink from a location they prefer across the US. Ever since the feature was added, it has been widely accepted and enjoyed by the coffee chain's loyal customers. All they needed to do was to open the app, choose their drink, select a location, and make a payment for their order.
Once the payment goes through, they will be given an estimate on how long they would have to wait for their order to be ready for pick up. Depending on the chosen location, the order made via mobile may be left at a designated pick up location or may be called out by the barista for pick up just like it is typically done with other orders made in store.
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