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LIFESTYLE - EDITORIAL

Starbucks Introduces the New Store Concept, Starbucks Now™

Starbucks Now™ is the new store format that combines the signature Starbucks café concept with innovative Mobile Order & Pay and Starbucks Delivers™ services.

Monday, July 15, 2019
Starbucks

Starbucks

LIFESTYLE - EDITORIAL

by Beren Dere

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Starbucks opened the first Starbucks Now™ store in Beijing. Starbucks Now™ is the new express retail store concept, which blends traditional Starbucks culture with innovative consumer services. Considering the pace of today's Chinese urban lifestyle, it was decided to open the first express retail store in Beijing's financial district.

Starbucks Now™ in Beijing
Starbucks Now™ in Beijing

With the new Starbucks Now™ stores with this concept, customers will be able to access their favorite Starbucks delicacies much faster thanks to Mobile Order & Pay. With Starbucks Delivers™ service, delivery riders will be able to process transactions much faster in common harmony with experienced baristas.

When the customer enters the Starbucks Now™ store, they are greeted by a Starbucks barista. They make a choice from the menu that includes handcrafted drinks and different foods and makes the payment quickly. For customers who don't want to take-and-go, Starbucks Now™ also has a limited number of seats, so they can enjoy their drinks in this brand new concept store.

Starbucks Now™ in Beijing
Starbucks Now™ in Beijing

China is a very important market for the global growth of Starbucks. In May, Starbucks China introduced its new concept at 300 retail stores in Beijing and Shanghai. And now it has reached 1,300 retail stores, including Hangzhou and Nanjing. The opening of the first representative retail store of this concept in which digital innovations are offered to customers is an indication that this service will expand to a much wider area in a very short time.

Starbucks China plans to open its new Starbucks Now™ stores in high-traffic areas such as business and transportation hubs.