Starbucks Delivery Service: Shift towards a sedentary society

57042dc6-c644-4f4d-9457-a3de27d6c625Coffee is often linked to businessmen. However, coffee breaks are often regarded as a setback to productivity. Caffeine keeps workers focused, but leaving the office to get coffee wastes valuable work time. This troubling paradox is what encouraged Starbuck’s new proposal. As a way to gain competitive advantage, Starbucks is attempting to add delivery service, which would make it the first café chain to deliver. Starbucks would be the first in the market to do this, making it a disruptive innovator because the coffee chain will be creating a new market of delivery café chains.

The delivery service will be available through Starbucks Corp.’s mobile app, which illustrates a shift towards globalisation but also a shift towards a sedentary society. My analysis shows that the money made from the delivery will not compensate the delivery costs, such as the staff and transportation costs. I believe that even though this service brings an array of benefits, especially to businessmen, it has the potential to destroy the coffee shop culture: the free Wi-Fi, naming of the cups, and the overall ambiance. Therefore, it is not wise for Starbucks to fully develop a delivery service.

Reference

Wong, Venessa. “Your Boss Will Love the New Starbucks Delivery Service.”Bloomberg Business Week. Bloomberg, 31 Oct. 2014. Web. 10 Nov. 2014. 

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