The "Starbucks Reserve" series can also order takeaway!
On January 18, Starbucks announced that it has reached an innovative cooperation with Meituan, and the special star delivery service has been fully launched on the Meituan takeaway, so that Starbucks's proud selection series has also landed on the special star delivery for the first time, and it is not possible to order the selection series products for the time being.
In fact, since December 2021, there has been news that Starbucks is seeking new delivery partners in the Chinese market. Among these candidates, there are SF, Meituan, Sam's Club and so on.
Starbucks has said it has promised to open 600 new stores in China in fiscal 2022. Therefore, who can become a partner of Starbucks' takeaway business has received great attention from the industry.
Today, the dust has finally settled.
So why did Starbucks abandon its exclusive cooperation with Hungry in favor of an alliance with Meituan and launch a series of unique innovative cooperation models?
1
Behind every cup of coffee is the customer experience
Every step of the way is based on the needs of the customer
The basis for reaching cooperation is to fully meet the needs of customers.
And what is the demand for Starbucks?
"Customer-oriented": "Treat each customer seriously and cook only the customer's cup of coffee at a time." This phrase, taken from the spirit of craftsmanship in old Italian cafes, is Starbucks' corporate philosophy.
It can be seen that for Starbucks, the customer experience is a very important thing.
It is based on this consideration that Meituan Takeaway stands in the perspective of Starbucks customers, and the first step is to provide them with more convenient and intelligent ordering services.
When customers search for the "Starbucks" keyword on meituan takeaway, if there are more stores around, they will be given priority to enter the Starbucks zone page. The stores displayed on the page are specially marked with labels such as "Sufficient Goods", "Fastest Delivery", "Selection Series" and so on. And this innovative experience can only be enjoyed by Starbucks on the US group.
Another highlight of the cooperation between the two sides is the customized service, when customers order Starbucks in the Meituan takeaway, they can choose different cup types, temperatures, extraction methods and milk types according to their own tastes on the page, which also allows users to enjoy the same high-quality coffee taste online and offline.
When the problem of out-of-stock occurs, the intelligent sell-out guidance service of Meituan Takeaway will help users automatically transfer orders to nearby stores, and synchronize shopping cart goods, eliminating the need for users to re-select, which greatly improves the efficiency of ordering.
In view of the membership rights and interests that customers are more concerned about, Meituan Takeaway has been fully connected with the "My Starbucks Rewards Club" membership system, and the purchase of Starbucks Special Star Delivery on Meituan Takeaway can also accumulate Starbucks membership points.
2
Customized total distribution solutions
Provide online and offline equivalent services
As we all know, whether coffee is good or not, the key lies in freshness and temperature. Therefore, whether it can be delivered efficiently and maintain the temperature of the drink has become the focus of the takeaway pass.
For merchants like Starbucks that have higher quality requirements, Meituan Delivery provides them with an overall customized delivery solution. For example, in order to deliver more efficiently, Meituan provides Starbucks with customized delivery services at the site, and also provides Starbucks with strong capacity support and delivery timeliness guarantee for a variety of capacity models. In order to improve the user experience, Meituan and Starbucks also distribute exclusive overalls for riders, and even the delivery box is specially used for Starbucks and has a better thermal insulation effect.
At the same time, Meituan also provides an exclusive customer service team and after-sales team to help Starbucks optimize its delivery services, comprehensively help Starbucks expand the coverage radius of stores, and work with Starbucks to provide consumers with a high-quality coffee experience.
Of course, in addition to the polishing of hard power in distribution, it is worth mentioning the deep cultivation of soft power on both sides this time.
It is understood that before the formal cooperation between the two sides, Meituan also arranged coffee learning courses for riders to help riders better understand the coffee industry, and also improved service standards from the aspects of rider dress, communication skills, and instrument voice, so as to ensure the delivery timeliness on the basis of consumers to feel a more perfect, intimate and convenient coffee delivery service experience.
For brands like Starbucks, which stands at the forefront of the industry, whether they can give their consumers the best service is the decisive factor in their choice of partners. This time, Starbucks undoubtedly valued the professionalism of Meituan's customized solutions.
3
Brands that want to succeed are considering customization
Whether you can do customized distribution depends on the strength
Yes, Starbucks is one of them, but it's not the only one.
Since May 2019, Meituan Delivery has formally established cooperation with Nesher's Tea, providing it with customized fulfillment services such as stationed and circle-based, as well as diversified transportation capacity support such as lightspeed, fast-reaching, and same-city reach. Since the cooperation, in the three key service indicators of delivery on-time rate, delivery order growth rate and customer satisfaction, the fulfillment services provided by Meituan Delivery have achieved good feedback and evaluation.
In the field of fresh supermarkets, Beijing Yonghui Supermarket Co., Ltd. and Meituan Distribution officially established a cooperation on January 10, 2021. In view of the characteristics of Beijing Yonghui Supermarket, Meituan Distribution has tailored industry solutions such as stationed circle, customized time-sensitive services, and the formulation of rider pick-up processes.
Today, when large chain catering brands begin to choose to develop online, it is particularly important that partners who provide takeaway services can continue to maintain a consistent customer experience with the previous offline customers for the online consumers they want to win.
How can you keep your customer experience consistent? Finding a partner with sufficient capacity to meet this need becomes key.
From 2019 to the present, from McDonald's, KFC, Watsons, Heilan Home, Walmart, Wumart, Baiguoyuan, to today's Starbucks, have chosen Meituan's customized delivery solutions, indicating that more and more brand merchants are beginning to realize that whether they can provide professional customized delivery services is a platform capability that they value more when choosing partners.
The ability to tailor delivery services to merchants is not something you can have if you want to.
Take the most basic instant delivery service network, some data show that Meituan Distribution has established the most extensive distribution network in the country, covering more than 2800 cities above the county level in the country.
On this basis, with a variety of online marketing activities, to complete the Meituan takeaway for brand drainage, in order to truly enable business flow, logistics collaboration and brand merchants to achieve win-win cooperation.
"Everything to home" has become the current new consumer trend, and more and more brands want to seize more opportunities at this peak.
For them, it is significant to have a partner who has the ability to ensure the customer experience for them while effectively providing services that meet their own development needs.
This cooperation is a new beginning for Starbucks, which means that there are more possibilities in the direction of digital exploration; and for Meituan Delivery, it means that its customized delivery solutions are once again recognized, and the innovative service model is expected to be further expanded.
So, who will be the next one to let the Meituan brother wear that co-branded exclusive overalls?
See.
This article is written by Sister Dong
Typography: And ripples