Starbucks rolls out mobile ordering in more than 300 Chinese stores

Starbucks has released Starbucks Now, the company mobile order and pay platform, to 300 select stores in Beijing and Shanghai, China. The coffee chain plans to roll out the feature across China over 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 Starbucks Rewards loyalty program members through the Starbucks China mobile app. Read more:
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Starbucks and Alibaba Group announce partnership to transform China experience “Starbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,” Starbucks China CEO Belinda Wong says. “This builds on the latest of several digital initiatives in China, including Starbucks Delivers and locally relevant gifting and e-commerce experiences.” Wong says the rollout of Starbucks Now builds on the digital capabilities and infrastructure of the recently introduced Starbucks Delivers program in 2018. The move follows Starbucks’ Chine rival Luckin Coffee’s official listing on the Nasdaq stock exchange. Luckin has placed an emphasis on pre-ordering and delivery, with customers purchasing coffee through a smartphone app. Over the past 20 years, Starbucks says it has built a diverse portfolio of digital offerings and capabilities in China. Starbucks operates more than 3600 stores in China, with nearly 50,000 employees in more than 150 cities. China is now the company’s fastest-growing market, with a new store opening every 15 hours, according to the Seattle-based company. Global Coffee Report has launched a LinkedIn Showcase page. Follow HERE for up-to-date news and analysis of the global coffee industry.

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