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The Conversation USA

Starbucks wants you to stay awhile – but shuttering its mobile-only pickup locations could be a risky move

  • Written by Vivek Astvansh, Associate Professor of Quantitative Marketing and Analytics, McGill University

When Starbucks announced that it would phase out its mobile-order pickup-only locations beginning in 2026, it raised a question: Why abandon a format seemingly built for speed and efficiency?

As Starbucks CEO Brian Niccol explained the decision in an earnings call, the pickup-only stores had a “transactional” feel, lacking “the...

Read more: Starbucks wants you to stay awhile – but shuttering its mobile-only pickup locations could be a...

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