Starbucks Corporation (NASDAQ:SBUX) will launch a store that will be dedicated to mobile orders at its headquarters in Seattle, Washington. The coffee chain revealed this in a letter sent to employees. This is in an effort by the company to test how it can best serve customers who are convenience-oriented.

In the recent past, the coffee chain has been exploring ways of reducing queues at café drink delivery outlets which have been suffering from congestion during peak hours as a result of a pile up resulting from too many mobile drink orders.

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At the Starbucks Seattle headquarters there are two cafes targeting the over 5,000 members of staff who work there. One of these outlets, which is reserved for the Starbucks workforce and located on the building’s eighth floor, ranks among the top three outlets across the United States with regards to mobile ordering.

Consequently, mobile orders that emanate from the headquarters building will be directed to the outlet which has been fitted with a big window that allows orders to be picked and even for customers to watch as their drinks are being made.

“An early experiment, this first of its kind experience will be tailored specifically for convenience…,” said an email from Starbucks to its employees.

Reserve store

At the corporate headquarters Starbucks will also launch its first Reserve store there. In total, the coffee chain intends to open about 1,000 Reserve stores across the country. The stores are targeting high-end clientele and will serve premium coffee alongside food from Princi, an Italian bakery. This new store format is part of Starbucks’ strategy to increase margins by catering to the up-market client base who can pay premium prices.

To make way for the pioneering Reserve store at the Seattle headquarters, the existing store will shut down in order to allow for renovations. And while construction is underway, Starbucks will put up a mobile truck that will serve coffee to the public and its members of staff. The store will open in fall later this year.

On Thursday shares of Starbucks Corporation rose by 1.08% to close the day at $58.16 a share.