Dear MEL Topic Readers,
A major shift at Starbucks is changing its personality
The original form of the Starbucks store was established in Seattle 40
years ago. Under the “good coffee in a comfortable environment” concept, the
coffee chain grew rapidly and added 400 stores in 10 years, opened its first
drive-thru location, and started serving Frappuccino beverages. Twenty years
later in 2014, Starbucks debuted its mobile ordering system, which allowed
customers to place pickup orders without interacting with Starbucks’ friendly employees.
Now, 70% of Starbucks’s 16,000 stores in the US have a drive-through option. Customers who chose pick-up orders seem to just want their drinks but not comfortable
chairs. Also, mobile orders have become more popular, especially after the COVID-19
pandemic, and over one in every four orders is placed digitally. Combined, 70%
of Starbucks orders in the US are mobile and drive-through. It seems that
customers prefer touching their mobile phones to enjoying a nice touch from a barrister.
In summer, nearly 80% of the drink orders are cold, such as iced tea or coffee,
lemonade, and their signature Frappuccino. All in all, Starbucks has been expanding
and transforming its businesses by meeting customer demands, creating new drinks,
and providing new services. Gone are the days of sipping good coffee in a
comfortable chair.
Enjoy reading the article and learning about how Starbucks has been
managing its business in the last four decades.
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