Starbucks is no stranger to the mobile consumer, and it’s taking that relationship to the next level in America’s largest city.
In a Tuesday (Oct. 13) blog post, Starbucks announced that it has launched a pilot program for its coffee and food delivery service, Green Apron. Though the service has a limited eligibility range (customers must be located within New York City’s Empire State Building), Cliff Burrows, Starbucks’ group president of the U.S. and the Americas, believes Starbucks is launching its newest service in a veritable crucible of coffee culture.
“New York City has always inspired us to consider new ways to innovate for our growing store portfolio and I cannot think of a better location to launch one of the most frequently requested services,” Burrows said. “With Starbucks Green Apron Delivery, we’ve simply moved that moment of connection between our customer and the barista from our place to theirs.”
TechCrunch explained that orders placed under the Green Apron Delivery banner will be made and delivered within a 30-minute window, and with mobile ordering and payment through Starbucks’ mobile app, customers can get a cup of joe without getting up from their desks or reaching for their wallets or purses. Each order is subject to a $2 delivery fee, but customers can even specify where they’d like their orders dropped off – at their desks, at reception or in a conference room.
“My team is so proud to be the first Starbucks baristas to be delivering our products to customers outside our stores,” said Brian Murphy, Starbucks store manager, in a statement. “It is a historic moment for the company and after all the planning and practice, it’s now time to bring Starbucks Green Apron Delivery to life.”
Starbucks did not outline its expansion plans for the on-demand coffee service, but if the company’s recent pilot programs are any indication, it won’t take long to find out.
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