Starbucks delivery service has just been launched at Empire State Building, and if this pilot is successful more locations will soon be added.
The announcement has been made on Tuesday, by representatives of the popular coffeehouse chain. The new service, nicknamed “Green Apron Delivery” or a “version of e-commerce on steroids”, will be available for all the employees from the iconic New York City skyscraper.
According to Starbucks spokeswoman Haley Drage, for the rest of the month the company will charge no delivery fee. Starting from November, a $2 fee will be introduced in order to have food and caffeinated drinks delivered, and the same price will apply regardless of the number of products that are bought.
It must be noted that the maximum number of purchases that can be included in a single order is currently limited to 15 items.
As the Seattle-based company’s spokesperson has explained, the 12,000 staff members who work in the Empire State Building will be able to place orders on a specially created website, provided that they have joined the Starbucks loyalty program.
The desired beverages, sandwiches and lunch meals will be prepared in a specially designed Green Apron kitchen. They will be delivered in black rectangular bags, within a 30-minute time-frame, from the Starbucks Express store situated in the building’s lobby.
The packages will be transported by Starbucks runners to specific locations, such as the common area or the reception desk of the customer’s office.
For now, there is no option for adding a tip for the delivery person when issuing an order. Those willing to pay an additional dollar or two can do so upon receiving their package, although coffee chain executives advise their personnel to politely decline these tips.
The new service introduced by Starbucks has been highly anticipated by those who don’t wish to waste precious time making trips to the coffee shop.
Company officials are very hopeful that this delivery system will prove highly successful, given the fact that in densely populated urban environments it’s more important to bring products closer to customers than vice versa.
It is expected that by the end of the year a pilot delivery program will also be established in Seattle, thanks to a partnership with Postmates. This collaboration will give customers the opportunity to order their favorite food and drink items, so that they can receive them straight to their home or office.
The requests will be placed through the Starbucks mobile application, relayed to the stores, and delivered by Postmates. It will also be possible to actually track orders in real-time.
This new service is part of the corporation’s strategy to make its products more easily accessible, while redefining the buying process, in order to be as convenient and streamlined as possible. This way, Starbucks hopes to boost customer loyalty and engagement, while driving up sales.
For example, one measure taken with this objective in mind was launching a mobile ordering and pay app. The program has been implemented in all of the 7,400 Starbucks locations in the U.S., and allows clients to place requests from their cell phones, in advance to actually arriving at their chosen coffeehouse.
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