Six major actions of Starbucks in 2014: push mobile order payment, car booking service, etc.

In 2014, Starbucks (feature Reading) was not content to be just a chain of affordable coffee brands. While maintaining a global expansion posture, Starbucks used mobile technology to connect more closely with customers, and "self-revolution" opened a "roasted coffee experience hall". Launch the boutique coffee brand "R".

At the end of the year, Huanlizhi specially sorted out major reports about Starbucks over the past 12 months to see how the world's largest coffee chain has come up with six tricks in a year to practice its proposition of creating a "third space" outside the home and office. keep the brand image fresh for a long time.

In January, Starbucks chairman and CEOHowardSchultz said that the inflection point in the change in consumption patterns was coming, and "people spend a lot more time online than in the past." And confidently pointed out that Starbucks can resist the attack of e-commerce, because it is impossible to copy a cup of coffee and a piece of croissant's experience on the Internet.

In March, Starbucks announced a partnership with Oprah, the most famous talk show host in the United States, to launch Teavana tea named after her: Teavana?OprahChaiTea. (Starbucks acquired teahouse chain Teavana for $620 million in 2012. In October 2013, Starbucks opened its first Teavana tea bar in New York.)

In March, Starbucks launched its "nightclub" program, which plans to introduce alcoholic beverages to thousands of stores in the United States over the next few years, serving bottled beer or wine after 4 p.m., and when night falls, Starbucks cafes will turn into nightclubs and taverns so that you can get drunk after work.

In September, Starbucks partnered with Uber to launch a direct delivery caf é car booking service. After Starbucks chooses a ride-hailing service, the phone jumps from Starbucks' app to Uber's app and starts the ride-hailing process-so users need to install both Uber and Starbucks app to work properly. The strong alliance in the intelligent terminal is a win-win strategy for both sides to attract users.

Also in September, Starbucks announced that it would take full control of Starbucks Japan's operations through acquisitions, buying SazabyLeague's 60.5% stake in Starbucks Japan for $913.5 million to accelerate growth in Japan, its second-largest retail market.

In November, Starbucks first launched a new mobile order and payment app in Portland and will cover the United States next year. Loyal members of Starbucks can apply for food delivery service through this app. The food delivery service will be officially launched in the second half of 2015.

In December, Starbucks opened a "Retail + Coffee Factory + Theater, three-in-one" original roasted Coffee experience (ReserveRoasteryandTastingRoom) in Seattle, covering an area of 1394 square meters, and plans to open another 100 such boutique cafes in the next few years.

It is worth noting that the small bags of coffee sold in this store do not have Starbucks mermaid logo on the package, but are replaced by the letter "R". "R" stands for "Reserve", the name of its latest high-end coffee product line. In fact, you can't find a Starbucks logo anywhere in this store. And this store will become the flagship store of its new coffee shop brand.

Meanwhile, Starbucks unveiled its next ambitious five-year plan at its biennial investor conference in Seattle:

In the United States, food sales are expected to double to $4 billion by expanding the range of meals, especially lunches.

Adding beer, wine and more food options to the dinner menus of 3000 stores in nearly 20, 000 stores across the United States plans to increase sales by $1 billion.

Online mobile order function, upgrade payment system, improve user experience.

It is expected to double the number of stores in China to 3000 by 2019.

Starbucks had annual sales of $16 billion as of Sept. 28, 2014, and is expected to reach $30 billion by 2019.

Starbucks has 21000 stores around the world, with 700m visitors a week.