As the largest and one of the most popular coffeehouse chains globally, Starbucks Coffee Company is considered the leading competitor. Drinks, food, packs of coffee and tea, and merchandise are available for purchase from the menu. The site provides detailed information about the nutrition of food and drinks – calories, proteins, fats, carbohydrates, and caffeine. Ingredients and allergens are also indicated for some items, but not for all. However, visitors cannot leave feedback, and there are difficulties in finding prices, which leads to additional research. Peiper’s article (2020) showed that prices are visible only after choosing the product and store where the customer wants to pick it up. At the same time, the company’s unique position in several options for receiving an order – from self-pickup to Curbside Pickup. The company devoted several pages of the website to a description of the ways to receive an order. The site assures the safety of its visitors with the help of the Privacy Statement.
Navigation on the site is quite simple – the main page is devoted to current news, and below are sections that users may need – company history, vacancies, social influence, and other information. However, there is no ability to search for specific data. All features work well, and the site renders when using any browser – Firefox, Explorer, and Chrome. The website provides opportunities to search stores by map, track orders, and even a game with prizes, for which registration is required. E-commerce software is not very convenient, as it is difficult to manage orders in the cart and their payment without choosing a store.
Depending on the section, the layout changes, contributing to better navigation according to the page theme. It will not be difficult for users to find important information; in particular, a link to the menu is the first at the top of the main page. The design was created in accordance with the company’s brand – green colors and a minimalist font are used. The site is quite attractive, and it allows customers to read information without undue pressure on vision easily. The main disadvantage remains the difficulty in managing user orders, which, however, can be explained by Starbucks stores’ features of work.
Reference
Peiper, H. (2020). A how-to guide for digital ordering at Starbucks. Starbucks Stories and News. Web.