Starbucks debuts curbside service in China
Drivers can now get their orders delivered “on the road” at select locations with plans to extend the service at over 1,000 stores across the country.
Starbucks announced the launch of a brand new retail channel in China – Starbucks Curbside – created in partnership with Amap, a provider of digital map content, navigation, and location-based solutions.
The service features human-centered design that translates the brand experience for customers on the road. Beijing and Shanghai locations offer drivers a customized and hassle-free way of enjoying their coffee routines amid rush hour traffic.
Starbucks Curbside leverages real-time route planning and positional tracking technologies to deliver the convenience of a drive-thru. The technologies not only estimate customers’ arrival times at designated pick up points, but also automatically calculate the right time for employees to craft and deliver the beverages.
“Designed to help customers navigate the hustle and bustle of urban lifestyles in China, Starbucks Curbside exemplifies our relentless pursuit of innovation in service of our customers. We have created a revolutionary new retail channel, offering customers elevated convenience enabled by Amap’s precise geographical positioning and time estimation technologies,” said Judy Zhang, vice president of digital ventures, Starbucks China.
Inspired by customer insights and designed with their needs in mind, Starbucks Curbside was made possible through the combination of its store network and operational muscle, with Amap’s route planning and time estimation technologies. An extension of the company's third place from “in-store” and “at home” to “on the road,” the service is now available in 150 stores in Beijing and Shanghai, with plans to roll out to over 1,000 stores across China over the next year.
