Global coffee chain Starbucks has launched its mobile order and payment service across 300 stores in Beijing and Shanghai.
Starbucks Now is available exclusively through Starbucks Rewards, allowing customers to place orders in advance of their visits to a Starbucks store, and is planned to roll out across China for the rest of the year.
The app uses GPS functionality to allow users to select their nearest Starbucks store, customise their drink, select food, view their order time and pay.
Starbucks Rewards members will also be incentivised to use the service with the awarding of stars on all purchases that will generate rewards including free beverage and food and personalised offers.
“Starbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,” said Starbucks China chief executive Belinda Wong.
“This builds on the latest of several digital initiatives in China, including Starbucks Delivers and locally relevant gifting and e-commerce experiences. We are excited to offer this special Mobile Order and Pay service exclusively to our Starbucks Rewards members to provide convenience and speed to suit their on-the-go lifestyle and seamlessly integrate Starbucks into their daily lives.”
While the order-and-pay offering reinforces Starbucks’ positions as a tech trailblazer in the coffee sector, it comes under intense competition from a key rival in the region.
The mobile order and in-store pick-up feature will help Starbucks compete closer on services with Chinese coffee chain Luckin Coffee, whose business is focused on mobile ordering, pickup, and delivery features and was founded in Beijing in 2017.