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A Starbucks where you don’t order coffee drinks? Yes, but there’s a good reason

A Starbucks where you don’t order coffee drinks? Yes, but there’s a good reason
[Photo: Khadeeja Yasser/Unsplash]

If you’re in New York City, your morning coffee buzz just took a dramatic turn. Today, the first-ever Starbucks Pickup store opens.

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To get the drink of your choice at the Penn Plaza location, you use the Starbucks mobile app to order and pay for the java concoction. The Seattle-based company says this is a way it’s “modernizing and reimagining the customer experience in its stores in high-traffic, metropolitan areas.”

But if you don’t have the Starbucks app, there’s no need to suffer from caffeine withdrawal. You can still get your drink and food the old-fashioned way—through a human.

The complete Starbucks menu is available at this new Midtown Manhattan store, the company explained.

When you arrive, you can track your order on a digital status board. A barista—not a robot, in case you thought that was part of it—hands you your order.

Starbucks tested the pickup concept with a prototype at its innovation lab, the Tryer Center, in Seattle.

“Our customers who are on-the-go have told us that connection and convenience are important to them,” Katie Young, vice president of Urban Markets for Starbucks, said in a statement.

Starbucks stock was $81.24, down $1.13 or 1.38%, shortly after the bell.

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