I began begrudgingly ordering off the app, even if I was in the store already, knowing my mobile drink order might be prioritized. This primarily occurred in my local New York City location, with exponential foot traffic and non-stop online orders, but it was noticeable nonetheless. Because of this, even when there were only two to three customers ahead of me, I often waited up to fifteen minutes to actually receive my drink, while mobile orders were called left and right. Although the mobile app is convenient, I often found myself waiting in line for my mid-day caffeine fix (probably out of habit, but I was rarely in a rush). I found this concept particularly exciting as a frequent Starbucks customer. These locations will likely act as a counterpart to their more traditional storefronts and will exist within a three to five-minute walk from each other. Its purpose is to offer a completely contactless experience acting as a mobile pick-up site rid of the classic dine-in cafe features. At each Pickup location, customers will order and pay on their Starbucks app before heading in-store. This new approach attempts to mimic the suburban drive-thru in denser metropolitan areas, according to CEO Kevin Johnson. One of the most interesting concepts being discussed by the brand is a new walk-thru experience called Starbucks Pickup. To maintain this consistent growth, the company is working to expand its stores to reflect customers’ ever-evolving needs. Starbucks is considered one of the lucky ones throughout the pandemic, customers have continued to head to the chain each day to pick up their favorite coffee.
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