Two major airports in the New York area, Newark Liberty International Airport (EWR) and LaGuardia Airport (LGA), are set to introduce Starbucks locations exclusively designed for mobile orders and pickups. The concept, known as Starbucks Pickup, allows customers to place their order solely via the Starbucks mobile app and then collect their coffee or food to go. This expansion comes as Starbucks aims to enhance its mobile ordering capability at airports.
Starbucks Pickup locations are a recent addition to the coffee chain’s portfolio, representing just 1% of its stores in the United States. At airports, the number is even smaller, with only one location currently offering the concept. Terminal E at Houston’s George Bush Intercontinental Airport (IAH) debuted the first Starbucks Pickup airport location earlier this fall, and two additional locations are planned to open at the airport next fall.
The process of ordering at a Starbucks Pickup location is straightforward. Customers use the Starbucks mobile app to place their order and then head to the designated pickup location within the airport terminal. A status board displays the progress of each order, and once it shows “ready,” customers can collect their drinks or food. This process is similar to the setup at Starbucks’ other 87 pickup locations across the country. OTG CEO Rick Blatstein describes the mobile-only ordering experience as a perfect fit for airport environments, where efficiency and dependability are highly valued.
The upcoming Starbucks Pickup locations at Newark and LaGuardia airports are planned for Terminal C in both airports and are expected to open in 2024. These new locations will provide travelers with an additional convenient option for grabbing coffee on the go.
Starbucks has been actively expanding its mobile ordering capability at airports even before the introduction of pickup-only locations. Dulles International Airport (IAD) near Washington, D.C., became the first airport location to offer mobile ordering in 2021. According to a Starbucks spokesperson, nearly all airport locations now provide this option, allowing customers to skip the line and save time, especially during busy morning hours. Mobile ordering is also available at thousands of other licensed Starbucks locations operated by third-party companies in various settings, including hospitals, colleges, grocery stores, and retailers.
The popularity of mobile ordering has been on the rise, with approximately 31% of Starbucks orders coming through the mobile app as of November. This represents a significant increase of over 30% compared to the previous year. The convenience and time-saving benefits of mobile ordering have resonated with customers, making it a preferred choice for many.
In conclusion, the introduction of Starbucks Pickup locations and the expansion of mobile ordering capability at airports will provide Starbucks customers with more options and convenience when it comes to grabbing coffee while traveling. With the ability to skip the line and earn rewards like Delta SkyMiles, Starbucks is catering to the needs of busy travelers looking for a quick and efficient way to enjoy their favorite beverages. As Starbucks continues to invest in mobile technology and expand its presence at airports, we can expect to see more locations adopting this innovative concept in the future.
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