Prepare to enjoy your Caramel Brulée Latte without stepping out of the house as, starting next year, Starbucks is expanding its partnership with Uber Eats to offer delivery services at more than 2,000 U.S. Starbucks stores.
“In locations where drive-thru isn’t feasible we are testing platforms like delivery,” Roz Brewer, chief operating officer, explained recently.
In China, Starbucks already has a delivery program, Starbuck Delivers, which caters to 2,000 stores across 30 cities. Through Uber Eats, the company plans to bring delivery services to about a quarter of its U.S. stores by the end of the second quarter.
Starbucks’s partnership with Uber Eats signals an investment in a business model that further prioritizes convenience— a key aspect of thriving as a business in today’s fast-paced and overwhelming digital world where customers are increasingly expecting deliver services to be the norm. “Convenience as a business ideal prioritizes efficiency and ease,” said Harris Poll CEO John Gerzema on Forbes. “Brands can provide convenience to consumers by thinking holistically and proactively about consumers’ lifestyles and make their products and services accessible during their routines, different life stages and future milestone moments.”
With this move, Starbucks follows in the footsteps of brands like Amazon that continue to lead because for the e-commerce giant convenience is not only an ideal, it is their “core product“.