Despite somewhat mundane financial results for the quarter, Starbucks still managed to cause a wave of chatter by teasing the eventual roll out of coffee delivery.
Starbucks CEO Howard Schulz called the move to delivery the chain’s “next frontier.” Consumers will be able to schedule orders for delivery through the Starbucks mobile ordering app starting next year.
Although the idea is great, is that enough? Is the concept too complicated logistically to be a success? The RTP editors discuss below:
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Debbie Hauss, Editor-in-Chief: I have my doubts. Their first attempt, Mobile Pour (introduced back in 2011), was unsuccessful. The company will have to commit to a significant investment in delivery power in order to pull off this new idea. The article also mentions a “standing order”…while I suppose most of us want the same drink every morning, what if I’m in the mood for an iced coffee instead of a latte? What if there’s traffic on the way to work and I arrive 30 minutes late to a cold Venti Capuccino? I like the idea of the mobile app for ordering – so your drink is waiting for you when you arrive at the store, but I don’t think deliver-to-your-desk is going to succeed.
Alicia Fiorletta, Senior Editor: I think there are several factors that need to be taken into consideration, especially the quality of the beverage should a customer decide to have their order delivered. You definitely don’t want cold coffee when you need a pick-me-up during your work day. However, I think Starbucks may be onto something. Think of how many times you’ve stood behind someone in line with a list full of drinks. Think of how many times you’ve BEEN that person. Starbucks is addressing a real need among the corporate community, and if they can get the ordering kinks addressed and ensure my coffee will be hot and delicious upon arrival, then sign me up! Pairing it with the mobile-ordering app is a wise decision, as it also streamlines the order taking process for offices!
Rob Fee, Managing Editor: Decent idea, but I think it needs some fine tuning. Coffee isn’t a product that people are willing to wait 30 minutes or less for. When they want it, they want it there and then. The standing order option could help address this, but it also adds layers of possible inconvenience. What happens when I’m sick? Do I now have to call my employer and Starbucks’? But here’s the biggest obstacle I see: Every office I’ve ever worked in had at least one coffee maker in its break room. It’s easier to simply pour a cup from there than it is to pull out your phone, load up an app, place an order and wait.
Kim Zimmermann, Managing Editor: I’m not enthusiastic about this approach. I think a lot of people go to Starbucks as a way to get out and relax for a bit while still being connected. Having that “experience” delivered is just not the same.
Glenn Taylor, Associate Editor: Starbucks has been introducing a lot of ideas recently that touch on many parts of the coffee drinking experience. However, I don’t really understand the necessity for this idea. Starbucks already has their own product in stores, so anyone who wanted that brand of coffee at work could just bring a package of that into work and it would be much cheaper. I understand they want to emulate the delivery of food businesses, but pizza and hot sandwiches are generally “sit down and take your time” goods, while coffee is associated with “pick up and go,” or “sit down and be productive” mindsets.
Brian Anderson, Associate Editor: Now is the perfect time for the coffee industry to get into delivery, especially with the growing popularity of coffee shop mobile apps. I’m honestly quite surprised it hasn’t been implemented sooner; personally, it’s a struggle sometimes to leave my desk to get my Grande, Quad, Nonfat, One-Pump, No-Whip, Mocha latte. Hopefully they come up with something more innovative than its last attempt at mobile coffee delivery in 2011, which consisted of baristas riding scooters. Believe me it was clever, but not all too effective.
