There are some fairly subtle and under-the-radar changes taking place for a brand about which, I have written two books (The Starbucks Experience and Leading the Starbucks Way).
Let’s quickly look at five of them and what each tells us about the adaptive course Starbucks is taking toward continued customer experience excellence.
- Removal of newspapers/replaced by a digital news service
- A test-and-learn “pick-up” only store in New York City
- Reduction of drink complexity
- Coffee delivery
- Globalization of mobile pay