Recently, Starbucks announced that they would begin delivering food and beverages sometime in 2015. Although many experts have been discussing the logistical challenges this new channel presents, another less obvious problem may arise from the new system—a disconnect between delivery and Starbucks’ value proposition.

Currently, Starbucks prides itself on its customer experience, and under its present value proposition, seeks to be the ‘Third Place’ people go between work and home.

Delivering their products would completely change the customer experience Starbucks seeks to create, and at the same time would  likely cause a decrease in the quality of the products. So, although Starbucks may just be seeking to increase their channels, by doing so the face of the company might change as a whole.

I also found another facet of Starbucks’ announced delivery service intriguing. Over the past years, Starbucks has created an online rewards system and an online payment option through their app. The company also plans to build the new delivery service into this existing mobile app.

 Looking back now after the announcement of the app-based delivery system, it seems clear to me that Starbucks has been gaging how many of their customers will utilize the app, whilst strategically familiarizing customers with their online platform. This will help the transition to the new delivery system run smoothly, as customers will already feel comfortable with the platform.

 It will be interesting to see in the months to come how many people will use this new service and how it will change the face of the company as a whole.