During Starbuck's biennial Investor Conference last week in New York City, the company outlined several key initiatives that will grow its brand in 2019. Among the announcements was the plan to offer delivery at a quarter of its company-owned stores in the United States in the coming months.
Through a partnership with Uber Eats, the company will be able to expand its Starbucks Delivers opportunities. In China, the program has reached 2,000 stores across 30 cities in China since launching three months ago, and Starbucks wants to bring that convenience to the United States. A successful pilot program has already taken place in Miami, Florida.
According to Rosalind G. Brewer, chief operating officer and group president of Americas, the move toward greater customer convenience will help the chain to significantly grow its U.S. operations. “Shopping habits are changing, not only in coffee cafes, but our customers expect us to provide a seamless experience, much like what we’re seeing in the omnichannel across all of retail. And this is where delivery comes in,” she said during the Investor Conference.
Other ways in which the company hopes to grow its business in 2019 include enhancing the in-store experience, delivering beverage innovation such as with its Draft Nitro Cold Brew, and driving digital relationships through things like Mobile Order and its Starbucks Rewards loyalty program.