Bow to performance! Starbucks steals lucky to open a pure takeout store in New York! The third space is down.

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Starbucks, which created the "third space" culture, plans to open a "take-away coffee only" store in Manhattan, New York.

This kind of store form may not be new to Asian consumers. In China, most of the online coffee brands Ruixing, which is always bundled with Starbucks, use the self-pick-up model. Starbucks China recently launched the "online point, to pick up" service "Coffee Quick Starbucks Now". This time Starbucks plans to replicate the products that have been successfully tested in the Chinese market to the United States.

Some time ago, Starbucks China launched the "online click, pick up at the store" service "Coffee Fast Starbucks Now".

Starbucks CEO Kevin Johnson told Bloomberg that the New York pick-up store, which will open this fall, is still under renovation and is likely to expand to cities such as Boston, Los Angeles, Chicago and Seattle.

As early as a few years ago, Starbucks also tried to order by mobile phone in the United States, but the effect was counterproductive. Too many customers chose mobile phones to place orders in advance, resulting in still having to wait in line after arriving at the store. Not only did not save time, other customers who went to the store to spend were also affected, but it also proved that there was a great demand among consumers to pick up at the store. Independent pick-up shops can resolve the conflict between these two types of consumers, so that hurried urbanites don't have to wait in line to buy coffee, and people who are used to leisurely reading newspapers and working with computers at Starbucks don't have to worry about longer queues.

A few years ago, Starbucks also tried to order by mobile phone in the United States, but the effect was counterproductive.

From this point of view, it is not so much that Starbucks draws lessons from the experience of its stores in China, but rather that it is inspired by Lucky's cache store model. But with reference to Starbucks' Kaikai concept store in the center of Yuetan, Beijing's Financial Street, the New York pick-up shop may follow the same style: it is small, but there is still room to rest, and it is not as simple as the pick-up window of McDonald's.

Starbucks' fast concept store in Beijing

This is not the first time Starbucks has broken its long-standing tradition in the more than two years since CEO Johnson, 58, took office. Starbucks has been reluctant to provide takeout service because of concerns about the impact on coffee quality, but now it has delivered food in the United States with the help of Uber and ele.me in China.

Of course, there is a factor of scientific and technological progress, but a deeper reason may be "bowing to performance" * *. Starbucks' global same-store sales rose 6% last quarter, a three-year high, thanks to the contribution of the United States and China markets. The financial report attributed the sales growth in the two major markets to the promotion of new beverages and the upgrading of ordering platforms.

Starbucks' digital transformation will also be extended to the supply chain, and Johnson hopes to restructure nearly 15000 stores in the United States through massive automation, and still human scheduling and inventory statistics are included in the automated transformation list. this means baristas and managers will have more time to serve customers.

Of course, change does not mean abandoning tradition, let alone the brand culture that has long been deeply rooted in the hearts of the people. If you are a customer who likes to hang out in Starbucks or even stay all day, you don't need to worry about the disappearance of traditional stores. "We use Starbucks Now and Starbucks' pick-up stores in the United States to integrate them into urban areas full of traditional Starbucks stores. Johnson stressed.

(this article is from ifanr; author: Wu Ling)

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