For the past 20 years, the Seattle-based company has grown rapidly throughout the country and the rest of the world, with more successes than failures on the way; now, in a new strategy to get the more impatient customers their drinks on time, the chain tries a new format: the Starbucks Express.
Weeks after the failed "Race Together" campaign and days following the announcement that they company would be setting shop in the controversial St. Louis suburb, Ferguson, the company's trying an entirely new experience with Starbucks express, setting it up in one of the spots with the most traffic of people in a hurry in the world: Wall Street.
The new Starbucks express is located at the heart of the Big Apple's financial district, at 14 Wall Street and, according to Wired, it's exceptionally small; it's barely over 350 square feet and full of texture, with reclaimed wooden two-by-twos, subway tiles and industrial grade gold doors, with none of the usual lounging chairs usual to Starbucks that are used for people to spend their days on their laptops.
This Wall Street Starbucks express is seemingly the first of many, as the big company has announced they'll have four more stores with this format in Manhattan by the end of the year - and, if they work out, soon in the rest of the country.
Eater reports that the truly express part about the whole situation is the ordering system, as there's an employee behind a POS mid-shop to get your order, so when you reach the register all you have to do is pay and pick up your drink - a system that was apparently created after the company's VP of design went through a series of tryouts.
According to CNBC, the new move to open a Starbucks express comes at a time when large food chains such as McDonald's, Panera Bread and Chipotle Mexican Grill look up ways to connect better with their younger customers, particularly with millennials who are heavily imbued in technology.
In a similar move, Starbucks also announced they were trying out a new delivery service a few days back.
If you're in Manhattan these days, try out the new Starbucks express!
