Media Bee

New app expands US coffee brand's reach in China


The Alibaba Group has expanded the reach of Seattle-based coffee giant Starbucks Coffee in China via the "Starbucks Now" mobile app. Available across Alibaba's multiple platforms, the new app would enable the coffee brand to tap into the tech company's nearly one billion user base. The app is also available in online shopping site Taobao, digital mapping and information provider Amap, local services app Koubei and Alipay. 
By activating the new feature through any of these apps, users can pre-order and pay for beverage and food online, and then pick up in-person at most of the coffee brand's outlets across the Chinese mainland. 
Toby Xu, vice-president of Alibaba Group, said: "The COVID-19 pandemic highlights the importance of digitalisation, which is the cornerstone for any successful brand in China. Through this partnership, we will continue to support Starbucks by expanding its digital service offerings across China to meet ever-evolving customer preferences and create long-term value."
This latest service expansion follows the strategic partnership of the companies in 2018.

 

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