A small-scale Starbucks location called 'Starbucks Pickup' is coming to New York City and it sets itself apart with a unique look that's free from menu boards and food cases. Notably, the location won't even be selling merchandise or whole bean coffee, as the store is almost entirely dedicated to supporting the mobile ordering experience. The Starbucks Pickup–Penn Plaza location gives consumers all the choices as usual with the Starbucks app but offers a streamlined experience for city living. Within the 1,000 square foot location, there's a digital board that indicates when an order is ready.
Although the location supports a mobile-first experience, customers will still be able to have their orders taken by baristas and traditional payment options will be available on the site.