Starbucks Pickup is a new store format that is uniquely designed for Starbucks Rewards members who order ahead and pay on their app. It is a streamlined store experience to get you in, get out and on with your day as seamlessly as possible. The new format is unlike any Starbucks you’ve seen before — a space devoted entirely to mobile orders. When you arrive at the store, your name will appear on the order status board and baristas will be there to help.
To promote the new Pickup location near Penn Station in New York City, three teams of brand ambassadors hit the streets with flyers to spread the word. Over the course of three six-hour days, the 12 brand ambassadors achieved 48,000 impressions and distributed 12,000 takeaway cards.
“Our brand ambassadors were charged with raising customer awareness for this new concept,” says Jessica Moser, experiential marketing manager who oversees our field marketing department. “For the Pickup store to be successful, first people need to know how to use the app for ordering and where exactly to go to pick up their java. We helped to get the word out through one-on-one conversations with people nearby Penn Station during the grand opening.”
The Pickup location is transforming the way people buy coffee, says a Business Insider article. The store is specifically designed to give New Yorkers more convenience when picking up their coffee order on the go. The store does not have all the other grab-and-go snacks that a traditional store has, nor does it offer in-store seating. As more people learn about the new concept, their coffee pickups will be a faster way to grab your coffee during the morning rush.
To participate, download the Starbucks app, place and pay for your order, and choose the Pickup store at Penn Station as your pickup location.
The Starbucks’ teams of brand ambassadors were brewing up excitement for the new concept:
To promote your new store opening or product launch with teams of brand ambassadors, we can help!
The Starbucks brand ambassadors were contracted through agency partner Spark Foundry.