On Tuesday, November 5, Starbucks Coffee Company will open the first-ever Starbucks® Pickup store in New York City’s Penn Plaza, designed for Starbucks customers on-the-go. This unique location uses Starbucks Mobile Order & Pay (a feature of the industry-leading Starbucks mobile app) as the primary ordering and payment method for customers. Starbucks Pickup is just one way the company is modernizing and reimagining the customer experience in its stores in high-traffic, metropolitan areas.
Customers who visit this first-of-its-kind location will place and pay for their order using Mobile Order & Pay on the Starbucks mobile app. They will simply select “Starbucks Pickup – Penn Plaza” as their desired location and build their order using the full Starbucks menu. After arriving at Penn Plaza, customers can track the progress of their order on a digital status board and pick up their handcrafted beverage and food items directly from a Starbucks barista.
“Our customers who are on-the-go have told us that connection and convenience are important to them,” said Katie Young, vice president of Urban Markets for Starbucks. “By designing a store specifically for the mobile order occasion, we can deliver both for these customers using the store’s design, location and the expertise of our baristas.”
In designing the Starbucks Pickup location, the company began with a prototype in the Tryer Center, a center for innovation at the Starbucks Support Center in Seattle. At Tryer, teams focused on operations, digital innovation and design worked with store partners (baristas) to create an experience that not only met customer needs but gave store partners the tools they needed to deliver the best customer experience. An early prototype produced a high volume of customer orders but received low marks from baristas due to constrained space and inability to connect with customers. With that feedback, the team immediately start over and landed a store that met both the customer and the partner’s needs.
A Diverse Store Portfolio
Starbucks customers around the world are able to choose from a wide range of experiences. From destination experiences like the Starbucks Dewata Coffee Sanctuary in Bali, and the upcoming Starbucks Reserve Roastery in Chicago, locations designed for neighborhoods including Military Family Stores, to a focus on convenience like Starbucks Now in China and beginning November 5, the Starbucks Pickup store in New York City, Starbucks will continue to evolve to meet customer needs.
Reimagined Third Place
Customers around the world have long thought of Starbucks as their third place — the place between home and work where they can find comfort and familiarity and sip their favorite handcrafted beverage in more than 31,000 communities around the world. As customer behaviors evolve, the company recognizes the importance of evolving its stores to provide experiences that reflect customer needs through digital ordering experiences, products and its diverse store portfolio. The vision was first outlined at Starbucks Annual Meeting of Shareholders earlier this year.
Opening: Tuesday, Nov 5
Hours: Monday – Friday, from 6 a.m. – 8 p.m.
Address: 242 West 34th St, at Penn Plaza in New York City