This Starbucks Location Acts as "Coffee Theater" for the Beloved Coffee Brand
Christopher Magsambol — October 22, 2015 — Lifestyle
References: theguardian & fandbnews
This Starbucks location in Upper St. Martin’s Lane in London not only specializes in upscale coffee, but offers consumers a more welcoming and personalized brand experience. The space's open concept layout is meant to encourage stronger interactions between Starbucks and its consumers, giving them a behind-the-scenes look at how coffee and food is carefully prepared.
Unlike typical locations, this one does not include a cashier but is replaced by a designated greeter. This welcome step is either followed by an offer to sit and relax, or grab a quick coffee for takeout. Customers are encouraged to walk around and are able to order food or drinks through a handheld device, eliminating the need to stand in line. Apart from upscale coffee, this Starbucks location offers a menu of freshly prepared foods available throughout the day. After 4pm, the store offers a curated menu of wine and craft beers.
Unlike typical locations, this one does not include a cashier but is replaced by a designated greeter. This welcome step is either followed by an offer to sit and relax, or grab a quick coffee for takeout. Customers are encouraged to walk around and are able to order food or drinks through a handheld device, eliminating the need to stand in line. Apart from upscale coffee, this Starbucks location offers a menu of freshly prepared foods available throughout the day. After 4pm, the store offers a curated menu of wine and craft beers.
Trend Themes
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Upscale Coffee Experience — Upscale coffee bars are evolving into a experience with interactive cafes and personalized services.
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Eliminating Cashiers — Eliminating cashiers through the use of handheld devices is creating new service opportunities for coffee shops.
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Expanded Menu Options — Expanding menu options beyond coffee is becoming a trend for coffee bars to attract a wider range of customers.
Industry Implications
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Food and Beverage Industry — The Food and Beverage Industry can develop interactive and personalized coffee experiences and expand menus to attract customers.
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Retail Industry — The Retail Industry can use handheld devices to eliminate cashiers and create an innovative customer experience in coffee shops.
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Hospitality Industry — The Hospitality Industry can incorporate interactive and personalized coffee experiences in hotels and resorts and expand menu options beyond coffee for their guests.
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