An exclusive feature for Starbucks Rewards members through the Starbucks China app

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Launch reinforces Company’s commitment to delivering transformative retail experiences

Today, Starbucks began to roll out the company’s Mobile Order &amp; Pay experience, Starbucks Now, to 300 select stores in Beijing and Shanghai and plans to introduce this feature across China over the next year.

Starbucks Now allows customers to place an order in advance of their visit and pick up their beverage and food at a Starbucks® store. The new feature is exclusively available to Starbucks Rewards® loyalty program members through the Starbucks China mobile app. This feature is testament to Starbucks commitment to driving meaningful innovation that brings high-quality coffee to customers, while using digital technology to address their needs for convenience and speed.

“Starbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,” said Belinda Wong, ceo, Starbucks China. “This builds on the latest of several digital initiatives in China, including Starbucks Delivers and locally relevant gifting and e-commerce experiences. We are excited to offer this special Mobile Order &amp; Pay service exclusively to our Starbucks Rewards members to provide convenience and speed to suit their on-the-go lifestyle and seamlessly integrate Starbucks into their daily lives.”

The rollout of Starbucks Now builds on the digital capabilities and infrastructure of the recently introduced Starbucks Delivers™ program in 2018. Starbucks Now will provide customers in China a unique and convenient way to order, pay and pick up their favorite Starbucks beverage and food item without the wait.

Additional Convenience for Starbucks Customers

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Innovating at the accelerated pace of modern urban life in China, Starbucks Now allows customers to choose a store location based on the GPS functionality of their mobile device to browse, customize a beverage, select a food offering, view order time, and pay — wherever they may be. Following confirmation of the order, baristas handcraft each beverage and have the order ready to hand to the customer when they arrive at the store. The simple convenience of mobile ordering means customers bypass the line.

In addition, Starbucks Rewards members also get Stars using Starbucks Now on all purchases, earning Stars 25% faster than if paying with a Starbucks stored value card, and reap rewards including free beverage and food and personalized offers through the mobile order feature.

An Uplifting Personalized Order and Pick-Up Experience

Starbucks Now is curated to enable customization in an entirely enhanced mobile order experience. Through the feature, customers can modify the beverage size, select the number of espresso shots and select their dairy preference. In a first-ever mobile order feature for Starbucks, beverage options have been expanded to include: type of espresso shot, amount of whip cream and room for milk.&nbsp;

For beverages with strict temperature requirements for quality, such as Nitro Cold Brew, Cold Foam Cold Brew and Coffee plus Ice Cream, Starbucks baristas will handcraft beverages upon arrival. 

Building on the Company’s mission to inspire and nurture the human spirit, Starbucks has created a unique and personalized pick-up experience for orders placed using Starbucks Now. Mobile order customers will receive a secret code with an uplifting message to brighten their day. When the customer arrives at the store to pick up their purchase, they can share the secret code with the barista to pick up the order.

To register for the Starbucks Rewards program in China, customers can download the Starbucks® China mobile app and register to become a member.

Digital Innovations Transforming Retail

Personalized, digital relationships with customers are important to the holistic Starbucks Experience in and outside of the retail stores and Starbucks China continues to be committed to creating deep customer relationships through innovating in digital capabilities and enhancing its unique coffeehouse experience.

Over the past 20 years, Starbucks has built a diverse portfolio of innovative digital offerings and capabilities in China. With the introduction of Starbucks Now, the company will further enhance the Third Place experience, deepen customer connections and strengthen customer loyalty for the long term.

Starbucks Now, Mobile Order &amp; Pay App Technology Rolls Out in 300 Stores in Beijing and Shanghai : Starbucks Stories Asia

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Starbucks Stories Asia

Starbucks Now, Mobile Order &amp; Pay App Technology Rolls Out in 300 Stores in Beijing and Shanghai

Starbucks Now, Mobile Order & Pay App Technology Rolls Out in 300 Stores in Beijing and Shanghai : Starbucks Stories Asia

Starbucks Now, allows customers to place order in advance of their visit and pick up their beverage and food at a Starbucks store.

Starbucks Now, Mobile Order & Pay App Technology Rolls Out in Beijing and Shanghai

https://stories.starbucks.com/asia/stories/2019/starbucks-now-mobile-order-pay-app-technology-rolls-out-in-beijing-and-shanghai/

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Starbucks Now, Mobile Order & Pay App Technology Rolls Out in 300 Stores in Beijing and Shanghai

Store creates opportunities for the Deaf and hard of hearing community as part of the company’s ongoing commitment to inclusion, accessibility and diversity

Opening Starbucks third signing store globally

Guangzhou, CHINA – Starbucks today announced it has opened its first Signing Store in Guangzhou, China, dedicated to offering employment and career advancement opportunities for the Deaf and hard of hearing community. The store will serve as a welcoming hub for those passionate about improving accessibility and experiences for all and is located near the recognized Guangdong Disabled Association and Guangdong Deaf People Association.

“As a coffee leader deeply rooted in China, for China, Starbucks is committed to creating equal opportunities for everyone, as well as a unique third place experience that addresses a wide range of community needs. The new Signing Store is an example of how we are building inclusive environments and careers for our partners,” said Belinda Wong, chief executive officer of Starbucks China. “This store truly creates a sense of belonging for everyone and is a strong testament to our continued commitment to building a more diverse and inclusive working environment.”

Creating Equal Opportunities for the Deaf Community

The store employs Deaf partners and hard of hearing partners (employees) from across China, who are fluent in Chinese Sign Language. With their deep experience in working with the Deaf community, the team of partners will help to develop talent and create career opportunities at Starbucks and beyond, while raising awareness and understanding of Deaf experiences in the workplace.

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Starbucks currently employs over 100 partners with disabilities in China. Building on its efforts to nurture talent and create more opportunities for the Deaf workforce, Starbucks has partnered with the Guangdong Deaf People Association to offer professional skills training, including sign language courses and internship opportunities. 

“The Guangdong Deaf People Association is proud to partner with Starbucks to provide training and opportunities for the Deaf and hard of hearing community,” said Yitao Fan, vice chairman, China’s Deaf People Association &amp; President of Guangdong Deaf People Association. “Thanks to Starbucks, Deaf partners are empowered to develop their careers in a vibrant and supportive environment, while the store provides a strong platform to drive societal awareness around Deaf Culture and the needs of the community.”

Building an Inclusive Retail Experience

Featuring exclusive artwork and unique merchandise designed by Deaf artists, the store provides a platform for the Deaf and hard of hearing community to unleash its talents. The welcoming environment features wooden frames above the bar area that are arranged to express the gesture of love in sign language. 

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Sign language symbols are printed on umbrellas in front of the store, and there are indicators throughout the store. Deaf baristas will wear aprons with the word “Starbucks” embroidered in sign language. The store is equipped with a customized ordering system. Customers and partners will be able to communicate using notepads and two-way digital displays. For customers new to sign language, there will be a dedicated area for customers to write down their orders on an electronic board and wireless vibrating pagers will notify customers when their orders are ready. 

To create an inclusive environment and encourage customers to learn more about the Deaf community, the store will also offer sign language lessons and coffee workshops in sign language.

Starbucks as an Employer of Choice in China

In addition to the Signing Store in Guangzhou, Starbucks has a long history of making meaningful investments as an employer of choice in China. This year, China (along with Canada) became the first international market at Starbucks to <a href="https://stories.starbucks.com/stories/2019/pay-equity-around-the-globe/">achieve 100% gender pay equity</a>, following a global announcement to <a href="https://stories.starbucks.com/stories/2018/starbucks-commitment-to-gender-racial-pay-equity/">close the gender pay gap for all partners</a> in company-operated markets. The company also offers a <a href="https://stories.starbucks.com/press/2017/starbucks-partner-benefits-insurance-plan-for-parents-in-china/">critical illness insurance plan</a> to the parents of Starbucks eligible full-time partners across mainland China – an initiative that addresses one of the market’s most pressing social concerns of elderly care. A monthly housing allowance subsidy is also available to all full-time baristas and shift supervisors who have been employed by Starbucks for more than six months.

Starbucks China’s commitment to creating an inclusive and supportive workplace has resulted in recognition as a leading employer by Aon Hewitt with its <a href="https://stories.starbucks.com/press/2017/starbucks-aon-best-employers/">Best Employer in China Award</a> in 2013, 2015, 2017 and 2018.

Signing Stores Around the World

In addition to China, Starbucks also opened a Signing Store in <a href="https://stories.starbucks.com/stories/2016/deaf-partners-build-careers-at-starbucks/">Malaysia in 2016</a> and <a href="https://stories.starbucks.com/press/2018/starbucks-opens-first-us-signing-store/">Washington, D.C. in 2018</a>.

The Signing Store opened on 19 May, the National Day for Helping People with Disabilities in China.

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SBX20190519 &#8211; Starbucks Signing Store China (7)

Starbucks Opens First Signing Store in China : Starbucks Stories Asia

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Starbucks Opens First Signing Store in China

The store creates opportunities for the Deaf and hard of hearing community as part of the company’s ongoing commitment to inclusion, accessibility and diversity.

https://stories.starbucks.com/asia/stories/2019/starbucks-opens-first-signing-store-in-china/