Under the impact of Luckin Coffee’s new retail delivery service, Starbucks, known as the “second living room,” began to realize its inexperience in delivery services and partnered with Alibaba to launch “Starbucks Now.”

During the preliminary preparation phase of the project, Starbucks raised the issues they faced: How to maintain food shape, safety, and quality during transportation? How to improve packaging efficiency? How to enhance customer experience?

Operational process and production line partner interview research
Insight into key points of meal quality loss
Optimization solutions
Consumer validation testing
In-store field testing
Results: Packaging was launched after graphic design approval by globally designated suppliers.