End of the line

Visitors to the store are greeted at one of the multiple mobile sales points by a Starbucks partner who then takes their order using a handheld device. As the customer moves through the space they can view menu options tailored for New Yorkers on monitors which double as digital art screens in the evenings.

‘It was a small space so it was important that we keep it as open as possible,’ says John Park, senior architectural designer at Starbucks. ‘The bar is low and the kitchen is framed wide, like a show kitchen, so our partners are able to interact with customers from every point in the space.’

The Big Picture: By reducing the waiting time considerably, Starbucks is acknowledging the busy schedules of their New York consumers. See more examples of how the brand is varying its business model to meet the needs of different consumer groups by reading our innovate.