Starbucks was invited out of the coffee shop by e-commerce. The United States began to have delivery service.

The United States takes the lead in testing the water for takeout

Although Starbucks, which is not worried about business, has not been online related delivery services, it has been invited out of the coffee shop by even coffee, love bees, Baidu takeout and so on. In the face of larger market demand, the "aloof" Starbucks has a new move and will try coffee delivery in some parts of the United States.

There is a large market space for coffee distribution.

Coffee distribution has a lot of market space in our country. Wang Tao, co-founder of even coffee, said that 60% of coffee consumers and 70% of coffee consumers are potential users of coffee distribution. At present, tens of thousands of cups of coffee are distributed in Beijing every day and is growing rapidly.

The survey found that Starbucks does not currently launch delivery services in China, and the market is mostly occupied by e-commerce companies that provide catering distribution, such as coffee, love fresh bee, Baidu takeout and so on.

According to reports, to order a cup of Starbucks coffee through even coffee, the price is the same as the price of Starbucks stores, from placing the order to receiving the coffee, it takes no more than 40 minutes. If you order coffee on Lian Coffee platform, you can order coffee with one cup and only need to pay 2 yuan for distribution service fee. Starbucks Coffee delivery threshold for fresh Bee-loving Coffee is relatively high, which is the same as the starting price of other retail goods. Starbucks Coffee needs 30 yuan for delivery and 10 yuan for extra delivery service fee.

At present, among the Starbucks stores in Beijing, only a few stores such as Kerry Center and Beichen Times promise to provide delivery services, and the delivery threshold is very high. Starbucks official said that Starbucks does not have a delivery-related business in China, and the delivery service provided by individual stores is a personal act of the service staff. In addition, for Lian Coffee and other e-commerce platforms that provide Starbucks coffee distribution, the official said that Starbucks has not authorized it, and it is not convenient to comment. The relevant person in charge of the marketing department said frankly that Aixian Bee provided Starbucks coffee delivery service at the beginning of its launch, and has been communicating with Starbucks, but has not yet established a formal brand partnership, which is related to the layout and strategy of both sides.

Insufficient income of distribution e-commerce

For the e-commerce platform that provides coffee distribution, although coffee distribution effectively increases the stickiness of users to the platform, the profit brought by coffee distribution is not much. Market analysts believe that, such as Starbucks, Costa and other coffee brands, commodity prices have a high degree of transparency, if there is no deep cooperative relationship between enterprises, only rely on the collection of human service fees, there is little room for distribution e-commerce to make profits. Love fresh bee said that Starbucks coffee distribution business depends on free mail threshold and distribution fees, can only maintain a balanced state, its greater role is to increase user stickiness. Wang Tao said that Lian Coffee's original intention is to allow more users to consume coffee in different scenarios, and Lian Coffee's current focus is to improve user experience and operational efficiency.

In fact, the coffee takeout service provided by Coffee and Love fresh Bee is more like a purchasing agent, and its mode of operation is similar to that of Meituan takeout, ele.me and other catering O2O enterprises. A coffee distributor said that after the customer placed an order, the delivery staff went to the nearest Starbucks store to buy coffee according to the customer's needs, and then delivered it to the customer. Wang Tao also said, "when consumers even buy coffee, they can think of us as coffee purchasing agents. Even coffee does not enjoy any convenience when buying coffee at Starbucks, and there are no other discounts and discounts. We are also an ordinary consumer."

The United States takes the lead in testing the waters for mobile booking

Starbucks coffee takeout has attracted the attention of Starbucks executives. Starbucks CEO Howard Schultz said on a quarterly earnings call in October that Starbucks would start taking out coffee and food in some markets as part of a push into e-commerce, a delivery program that would be launched in the second half of this year. At present, foreign consumers can order coffee online in Washington, Alaska, Idaho and other places through Starbucks App. However, whether it is a delivery plan or online booking, domestic consumers will have to wait some time before they can enjoy the relevant services.

In addition, different from the operation of Starbucks abroad, domestic Starbucks stores are facing the problems of large passenger flow, long time for consumers to stay in the store, and the workload of service staff in the store is generally large. Market analysts believe that if Starbucks wants to provide takeout business in China, it is bound to increase the investment in labor costs of its stores on the basis of ensuring in-store services. (Li duo, Chen Keyuan)