STARBUCKS has opened its first Starbucks Now store, its first express retail format offering new levels of convenience and speed to meet the needs of today’s modern urban lifestyle in China.

Centered at the heart of Beijing’s financial district, the Starbucks Now store opened Friday.

“The Starbucks Now store is a testament to our unwavering commitment to delivering innovative customer experiences through new retail formats,” said Leo Tsoi, COO and president of Starbucks China retail.

“This new retail format and design approach provides us with a platform to offer customers a fast and convenient retail experience to suit their on-the-go lifestyle.”

Customers entering the store will be greeted by a Starbucks barista at the elevated concierge counter to assist with ordering or order pickup. They can choose from a menu of beverage options tailored for the on-the-go customer along with an assortment of popular food items. Limited seating is available for customers who choose to sit and relax in the store.

For delivery riders, a dedicated area for Starbucks Delivers riders enables a quick and easy pickup experience.

The store also will serve as a centralized dispatch center for delivery orders within a close radius so Starbucks baristas at neighboring retail stores can focus on delivering exceptional service to in-store customers at these locations.

The company plans to open new Starbucks Now stores across high-traffic areas as well as in new cities in China.(SD-Agencies)