Starbucks, Hesitating Over Kiosk Card... Will It Be the World's First to Introduce It?

Breaking the "Maximize Communication with Customers" Principle of US Headquarters
Pilot Kiosk Store May Open as Early as May in Myeongdong

Starbucks Korea is considering introducing kiosks for the first time among its stores worldwide.

Starbucks is considering introducing kiosks for the first time among its stores worldwide. Starbucks website

According to the food industry on the 11th, Starbucks Korea is internally discussing a plan to launch a kiosk-based pilot store in Myeongdong, Jung-gu, Seoul, in May. This store is known to be frequented especially by foreign tourists, and the strategy is seen as a way to facilitate smoother customer service. Based on the results of the pilot operation, Starbucks plans to consider additional kiosk installations primarily in areas with a high influx of foreigners.

Until now, Starbucks has not used vibrating pagers and, under the principle of "maximizing communication with customers," employees directly called out order numbers or customer nicknames. Starbucks Korea has also followed the US headquarters' policy, but as complaints related to orders continued, it introduced 'Siren Order' for the first time in the world in 2014 and pulled out the 'vibrating pager' card at the end of 2023.

Last year, Starbucks joined Baedal Minjok, the number one delivery platform. Although it originally operated its own delivery service for regular customers, this was introduced to enhance convenience for non-members. Since early this year, some stores have been testing the operation of bussing robots. The robots are located at the condiment bar where customers place their used cups and utensils, and when the utensils accumulate, the robots move them to the back room.

The industry expects a positive response to Starbucks' kiosk consideration, saying, "It is anticipated to be well received by customers who are hearing impaired, foreigners, or those who feel burdened by face-to-face ordering," and analyzes that "Starbucks' digital attempts are a strategic choice considering both brand image and customer convenience."