Starbucks continue to brew up same day delivery strategies
By Dan Boaz
Almost everyone likes a coffee or other beverage to help their day along, but will the introduction of same day delivery options by Starbucks prove to be a sensation or a flop? According to news coming out of the company's annual shareholder meeting (with thanks to Geekwire) it appears that on-demand delivery for coffee, other drinks and the many edibles that Starbucks offer is going to happen after some months of delay.
Details are still a little thin on the ground, but it appears that a pilot program is brewing for New York City and Seattle later this year. Chances are the test cities will determine the viability of the plan rather rapidly, take Manhattan for example and you might feel that same day delivery doesn't have legs. According to this article in the Wall Street Journal Starbucks already have 9 locations for every square mile in Manhattan, which essentially means no matter where you live or work you are most likely no more than a three or four minute walk from your nearest location and probably even closer than that in most cases.
Will the convenience of delivery and the cost of the service be more attractive than ten minutes away from the desk for enough people on a daily basis in high-density urban areas to make the project viable. Chances are that there are indeed enough people who will choose on-demand delivery at least some of the time which is surely what Starbucks are counting on.
Logistically Starbucks have announced that they will be partnering with Postmates in Seattle who will make deliveries via hand, bike or car while on the other coast New York City locations will depend upon their own staff to hand deliver orders. On demand delivery will be built into the Starbucks app later in the year to encourage use, in Manhattan chances are the typical delivery will involve as much time spent in elevators as walking and with a flat fee yet to be announced it remains to be seen how successful the pilot program will be.
Then again for the office with a dozen people all wanting a morning drink it's very easy to see how on-demand delivery might become a daily routine in hundreds of workplaces and at least you won't have to stand in line.
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