It’s a beautiful thing, that first coffee of the day. The warmth of the cup in your hands, the invigorating aroma and smooth flavour. But queuing up for it – behind the customer who has just ordered a skinny-soy-decaff caramel-latte with an extra shot and just a tiny bit of hazelnut syrup – can take the edge off.
Starbucks knows that a coffee isn’t just about what’s in the cup. It’s about the experience. So, at their Covent Garden store, customers won’t have to queue at all. They’ll be able to send their orders via text, and then kick back as drinks are delivered straight to their table. And thanks to the glass walls throughout the space, they’ll be able to watch the baristas carefully crafting the cuppas. This soothing experience will go on into the evening, when warm lights will fill the store and encourage customers to relax after a long day at the office. It’s a big brand – but an intimate experience.