7:00 a.m. You wake up and open your tablet. You log in. 7:30 a.m. you finish your shower. You hear the doorbell, Starbucks! Your coffee has arrived.
Starbucks is re-defining the term “instant coffee.” Only three years ago, Starbucks’ Mobile Pour Service, a delivery service by baristas on scooters, turned out to be an April Fool’s joke. Now, it’s going to be for real: Starbucks will start bringing your coffee wherever you please.
Next year, Starbucks will try out a new way to build customer loyalty: offering the option for delivery in some key U.S. markets through its mobile app, according to CEO of Starbucks.
Schultz announced the delivery service during a call with analysts on 30th of October.
Loyal customers can’t wait:
The delivery service will be integrated into Starbucks’ current app for smartphones, which has over 12 million active users.
It seems that Starbucks addicts are already loving the idea:
Before, Starbucks used the idea of the “third place,” (home is the first place, work is the second, Starbucks the third). The main aim for Starbucks was to be a “home away from home.” This idea has been part of the brand since its beginning in 1971, but now the company has been moving away from this for a while, in spite of their continued effort to be the “neighborhood gathering place.”
It seems that from 2015 the coffee place will become more like a drive-through than anything else, likely losing the nice ambiance, coffee, and music in favor of a more individualist, high-speed approach to coffee-drinking. The delivery service fits right into the new brand.
By Valia Papadopoulou and Maria van Loosdrecht