The UK is the largest takeaway delivery market in Europe, according to a report from Statista, with 60% of UK adults active delivery users who on average order two times a month according to the MCA Foodservice Delivery Report 2018.
But people’s expectations have changed; they are pressed for time and so expect to be able to order their food digitally and for it to arrive immediately. And, where once these services were provided by the independent brands themselves, delivery is now increasingly run through high tech logistics platforms such as Uber Eats.
To keep up with shifting consumer expectations, Starbucks have announced an expansion of their Starbucks Delivers scheme across the UK, in partnership with Uber Eats. After a successful pilot in London stores in January 2019, Starbucks Delivers is being rolled out in the capital as well as 11 major UK cities including Manchester and Glasgow with Bristol, Birmingham and Cardiff to follow. The pilot was used to gather feedback from both customers and employees to develop a seamless experience that could be rolled out rapidly across participating cities.
Starbucks customers can now get their coffee orders delivered direct to their office or front door, with the success of the London pilot demonstrating the level of consumer demand for convenience when it comes to coffee. Starbucks have developed the scheme so that customers can ensure they receive the same quality coffee as they would in store, whilst still being able to tailor their order.
Consumers are placing an increased focus and reliance on digital relationships when it comes to interacting with brands and retailers. With this service, Starbucks aims to reach not just the consumer who walks into a physical store, but also those who will simply browse the Uber Eats app on their phone.
Starbucks Delivers is a key part of the brand’s work to extend the customer experience. As Alex Rayner, General Manager of Starbucks UK said of the campaign, “We want to meet customers where they are.” Increasingly, this is not on the street they’re walking along, but in the palm of their hand, through their smart phone.