"Faster During Commute and Lunch Hours"… Starbucks Expands 'Now Brewing' Service

Dedicated Partner Prepares Drinks for Specific Time Slots
Expanded to About 590 Stores This Month
Eligibility Extended from Gold to Green Grade Users

Starbucks Korea announced on the 3rd that it will strengthen the 'NOW Brewing' service, which was piloted earlier this year, and significantly expand the number of participating stores nationwide to about 590.

NOW Brewing is a service that allows customers to receive certain beverages faster when ordering via Siren Order during peak times such as the morning commute or lunch hours. Currently, Gold tier members can order up to two cups of 'Coffee of the Day,' 'Iced Coffee,' 'Cold Brew,' 'Vanilla Cream Cold Brew,' and 'Iced Starbucks Classic Milk Tea.'

Since dedicated partners prepare the eligible beverages, the service has drastically reduced the waiting time for customers who need to pick up their drinks within a limited time, greatly enhancing user satisfaction.

In fact, Starbucks reviewed the operation status of the top 10 stores where the NOW Brewing service is most active earlier this month. It was found that 83% of orders placed through NOW Brewing during peak times were served to customers within 3 minutes, and as a result, the average time for regular orders was also reduced by 43 seconds. According to an internal survey, 8 out of 10 users said they would use the service again.

With the high satisfaction rate of the NOW Brewing service, Starbucks decided to increase the number of participating stores from about 140 to about 590, more than four times, starting this month, while also significantly expanding the eligible customers and the list of available beverages.

Previously available only to Gold tier members, the NOW Brewing service will now be accessible to Green tier members as well. The eligible beverages will increase from the original five to a total of eight, with the addition of 'Peach Iced Tea,' 'Dolce Cold Brew,' and 'Oat Cold Brew.'

Additionally, reflecting customer feedback, the service opening time has been moved earlier. The service, which was available from 7:30 a.m., will now be accessible immediately after store opening, and the maximum number of cups per order has increased from two to four.

Baek Ji-woong, Planning Manager at Starbucks Korea, said, “We decided to significantly expand the number of stores offering the NOW Brewing service in response to the high satisfaction of customers who want to receive their drinks quickly. Since 35% of all orders are made through Siren Order, we will continue to strive to improve user satisfaction through steady enhancements.”

This content was produced with the assistance of AI translation services.