Starbucks Adding Drive-Thrus to 60% of New Stores in 2013

Need your coffee fast without leaving the car? In 2013, Starbucks planned to make that easier for millions of customers — but not everywhere.

In 2013, 60% of all new Starbucks stores globally were set to include a dedicated drive-thru lane, aiming to streamline quick service for on-the-go customers. This move targeted primarily markets in North America and Europe. China was explicitly not included in the initial rollout.

Why Starbucks Wanted More Drive-Thrus

The push for more drive-thrus wasn’t just about competing with fast-food chains like McDonald’s. Starbucks saw long-term potential in integrating with emerging automotive technology — particularly in-car touchscreen systems that could let drivers place orders before arriving. The goal was faster service, reduced wait times, and improved efficiency both for customers and store operations.

What This Meant for Global Rollout

According to external reports, the majority of the new drive-thru-enabled locations in 2013 were planned for the United States and Europe, where infrastructure and consumer habits supported such features. Public parking, traffic patterns, and car-centric culture made drive-thrus more viable there. At the time, similar efforts by competitors like McDonald’s and KFC had already tested the waters, showing demand for faster food and beverage pickup.

What Was Happening in China Instead

While drive-thrus were expanding elsewhere, Starbucks China confirmed it had no immediate plans to introduce them. On January 30, 2013, a spokesperson told Daily Economic News that drive-thrus were mainly a feature of the North American and European markets. Instead, Starbucks China focused on rapid expansion and localized offerings.

Starbucks China’s 2013 Growth Strategy

In the 2013 fiscal year, Starbucks planned to open 300 new stores in China. The strategy aimed to deepen penetration in first- and second-tier cities while expanding into third- and fourth-tier urban areas. Beyond store growth, the company was also broadening its product range. By mid-2012, it had added a new baked goods category and entered the breakfast market. In January 2013, it launched its first products specifically designed with Chinese cultural elements.

Long-Term Expansion Targets for China

Howard Schultz’s leadership had set ambitious goals for China. Starbucks China’s president, Belinda Wong , stated that the company intended to add 800 more stores over the following three years, building on its existing base. At the time, China had around 700 Starbucks outlets, compared to over 11,000 in the United States. Analysts predicted that if the expansion continued as planned, China could become Starbucks’ largest market outside the U.S. by 2014.

Frequently Asked Questions

How many new Starbucks stores in 2013 included drive-thrus?

In 2013, 60% of all new Starbucks stores globally were planned to have drive-thrus, focusing on markets like the United States and Europe.

Did Starbucks open drive-thrus in China in 2013?

No, Starbucks confirmed in January 2013 that it had no immediate plans to introduce drive-thrus in China. The feature was mainly reserved for North American and European markets at that time.

Why was Starbucks adding drive-thrus in 2013?

Beyond competing with fast-food chains, Starbucks aimed to leverage emerging in-car technology, allowing customers to order via touchscreen before arrival, improving speed and efficiency.

How many new stores was Starbucks opening in China during 2013?

Starbucks planned to open 300 new stores in China during the 2013 fiscal year, focusing on both Tier 1–2 and Tier 3–4 cities.

What new products did Starbucks launch in China in early 2013?

In January 2013, Starbucks launched its first products specifically designed with Chinese cultural elements, alongside its existing range including baked goods introduced in 2012.

What were Starbucks’ long-term goals for China by 2015?

By 2015, Starbucks aimed to have 800 additional stores in China, potentially making it the company’s largest market outside the United States.

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