Starbucks to Test Mobile-Only Store at its Headquarters

Starbucks will open a dedicated mobile order and pay store next week in its Seattle headquarters as it tests how to best serve convenience-oriented customers, the company said in a letter to employees on Thursday. The coffee chain has been looking for ways to ease bottlenecks at cafe drink delivery stations, which suffered peak-hour backups due to a pileup of mobile drink orders.

Total Retail's Take: Starbucks may be the victim of its own success when it comes to its mobile app. The app has made it so easy and convenient for customers to order, that it's causing long lines in its stores and baristas can't keep up with the demand. However, there are worse problems for retailers to solve than having too much demand for their product. This test store will help Starbucks figure out how to best handle this operational challenge before rolling out the solution to its vast network of stores across the country. Consider it a trial run, with the test subject being Starbucks’ own employees.