American coffee chain Starbucks wants to deliver coffee in the United States, starting next year. Strong online growth has motivated Starbucks to make this move, but that same online growth has also slowed down the overall growth at Starbucks.
Traffic does not grow fast enough
Its latest financial results show that the American Starbucks stores only managed to increase its customer numbers by 1 %. That is in part because more people shop online and therefore plan fewer spontaneous Starbucks visits. "We are not satisfied with 1 percent traffic growth in the Americas and are taking immediate steps to grow traffic," COO Troy Alstead said.
That is why Starbucks wants to make it easier for customers to get a coffee all the time, wherever they may be. In December, it will launch a Mobile Order and Pay pilot, which will allow customers to order beforehand and pick up their order at a local Starbucks. By mid-2015, it wants to add delivery services to the pilot program. One possible idea is to deliver a fixed order every day, at the same location and at the same time.