Starbucks to open first delivery-only 'ghost kitchen' in Yeoksam
Starbucks Korea is launching its pilot delivery service at a new branch inside an Emart store at Yeoksam Station in Gangnam District, southern Seoul, next Friday. It will be the first time that Starbucks has taken delivery orders directly through its Siren Order app.
The new Starbucks store where the service is being tested will be different from other branches, only providing delivery services without any customer-facing services. Instead of serving customers, the baristas will focus on making drinks and ensuring speedy deliveries. This type of delivery-only operation is sometimes known as a "ghost kitchen."
The Starbucks store inside the Emart branch at Yeoksam Station is a 99-square-meter space (1,065.63 square feet) with an entrance and waiting space for delivery drivers, as well as a preparation space for drinks and food. There will also be a storage space for merchandise.
In mid-December, Starbucks Korea is opening another location for the same service in Daechi-dong, also in Gangnam District. Starbucks will receive feedback after the trial run at these two locations.
Customers can submit their orders through the Starbucks mobile application for locations within a 1.5-kilometer (0.93 mile) radius. The minimum order will be 15,000 won ($13.5), with an added delivery charge of 3,000 won. The reward system will remain the same.
The delivery service will rely on the delivery IT platform Barogo’s system. The app will notify baristas of the estimated arrival time of the delivery driver and customers are notified of the arrival time for the drinks when they are picked up at the store.
“This beta test type of program will satisfy the changing needs of customers during the coronavirus pandemic,” said Baek Ji-woong, the chief business development officer at Starbucks Korea. “We will also be able to gain a range of data and experience in delivery.”
BY LEE JEE-YOUNG [firstname.lastname@example.org]
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