Coffeehouse giant Starbucks has launched a large-scale market test of its “Starbucks Express” service in Denver, allowing customers to order and pay for their menu choices using their phone or the Internet.
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“We’re very excited about how well Starbucks Express was received by customers in test stores in the Seattle area,” said Darren Huston, senior VP, new ventures. “In fact, we intended to end the Seattle test in January, but positive customer feedback lead us to extend the test indefinitely.”
“The expansion to more than 60 stores in Denver will offer Starbucks the opportunity to further assess customer interest and refine the service for a possible national launch,” added Huston.
From yesterday [Thursday], Starbucks Express will enable Denver customers to pre-order and pre-pay for their beverages and pastries by placing orders via phone or on the Starbucks Express website (www.starbucks-express.com) about five minutes before arriving at their local store. The pre-paid beverage will be ready upon arrival and waiting for them at the pick-up area with their name printed on the cup. There is a 25 cent service fee for each order placed using Starbucks Express.
“Starbucks Express offers people on-the-go the most convenient and efficient service coupled with the best coffee beverages available,” said Anne Saunders, VP, Starbucks interactive. “It eliminates the need to carry cash and makes the morning coffee ritual more predictable. For our customers, having their own custom-made coffee beverage ready for them when they arrive also makes them feel valued.”
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By GlobalDataStarbucks Express will be available in more than 60 stores within communities throughout metro-Denver, Boulder and Aurora, Colorado. This includes nine locations in downtown Denver.
“Denver was selected as the only large-scale programme based on its reputation as a technology savvy market that is also home to an educated coffee audience,” added Saunders. “We are interested in the response of Denver-area customers because they have always enjoyed the coffeehouse experience and have been open to new technology experiences in the past.”
Upon completion of the Denver service on 31 January 2003, the programme will be assessed for future market introductions.
