Creating mobile point-of-sale positions throughout a bakery cafe can help manage wait times. That's a solution that is now leveraged at Starbucks at its growing lineup of express format stores.
Starbucks’ first express store in Canada opened Feb. 17 in Toronto's Union Station. Toronto moves at a fast pace, with a huge influx of commuters who make their way into the city each day. Union Station welcomes 250,000 commuters each day, with hundreds disembarking trains at the same time. For those commuters it is essential to save time and move quickly.
Most Starbucks stores are designed in layers, integrating community gathering spaces, working environments and immersive coffee experiences, all in one location. This new express store will be one of the most streamlined experiences in the company's portfolio.
"Designed with the urban commuter in mind, the express store takes what is best about our cafés and refines it for faster service for our on-the-go customers," says Rossann Williams, president of Starbucks Canada. "Express stores seamlessly integrate technology and efficiency into the customer experience, reducing the amount of time customers need to stand in line."
The store will be the third of its kind in the world following the two New York locations that opened early last year on Wall Street and the Empire State Building. The 400-square-foot store is tailored for serving customers with the efficiency that comes with knowing what they want, quickly.
Upon entry, customers are greeted by a Starbucks partner (employee) who will be able to take orders that are electronically sent to the barista.
Moving through the space, customers see a digital menu board displayed on four low-glare monitors. A set of menu options tailored for the commuter includes the most popular products with Canadian customers. These include high-quality brewed coffee, signature espresso beverages and a selection of popular food items including breakfast sandwiches.
A year ago across from the New York Stock Exchange, Starbucks opened its first-ever express format store at 14 Wall Street. The compact 538 square-foot location focuses on making sure customers enjoy a fast, convenient experience.
Starbucks plans to open more express format stores in North America.