By Ian Reynolds-Young
Starbucks is about to put another spanner in the vending works.
Do you agree that ‘we missed a trick’ when it comes to installing vending machines in petrol stations? We didn’t bat an eyelid when self-service machines started appearing in ‘unsual’ places – at least not until a deal was done and they all turned into ‘Costa Express.’ Then, the general reaction was, ‘oh s**t!’
The silver lining to this dark cloud is that Costa Express (and other brands following in its wake) have proved to the general public that you can get a decent coffee without recourse to a bloke in an apron and a flat cap. You can simply push a button and hey-presto, coffee good enough to command premium prices.
My guess is that it’s about brand values. If you trust the brand ‘Costa’, aren’t you more likely to give it a go when you’re calling in for fuel? Starbucks has announced its latest initiative several months before its US launch and even with this ‘heads up’, can UK vending operators do anything to diffuse the latest corporate bombshell before it explodes in the UK B&I market?
Starbuck’s plan depends upon technology, as you might guess. It’s all about an app and a loyalty scheme and payment by phone.
If you’re one of those people that can’t start their day without a cup of Starbucks coffee, you may soon have to go no further than your front door.
Deliveries will be available to the chain’s loyalty program customers
According to NBC, ‘during the company’s Thursday ‘earnings’ conference call, Starbucks CEO Howard Schultz outlined plans to begin a food and beverage delivery service late next year. Deliveries will be available to the chain’s loyalty program customers in a few specific US markets at first, and will be integrated into a new Starbucks mobile app set to debut in Portland, Oregon, next month before expanding to the rest of the country. The app will also allow users to order and pay with their phones.’
“Imagine the ability to create a standing order of Starbucks delivered hot to your desk daily,” Mr. Schultz said, calling the initiative their version of “e-commerce on steroids.”
If it’s going to be that easy for punters to get coffee delivered to their desks in the city centres of London, Leeds, Bristol, Manchester et-al, how much more difficult might it be to sell an in-house coffee solution designed for offices?
‘Their’ coffee won’t be any better than ‘ours’, but tell that to your brand-obsessed office clerk…
We need to stay one step ahead. Any ideas?
