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Starbucks to dedicate new store to mobile orders

Following its recent issues with mobile order and pay at some of its busiest locations, Starbucks next week will open a store inside its Seattle headquarters that will be dedicated to such orders .

The coffee giant made the announcement in a letter to employees, according to multiple media reports.

In January, Starbucks revealed that the mobile order and pay feature in its popular app might have hampered its Q1 earnings.

"The tremendous success of mobile order and pay has also created a new operational challenge in our highest volume stores that has been building for several quarters — significant congestion at the handoff plane," Kevin Johnson, Starbucks' president and chief operating officer, said during the earnings call.

The new store appears to be an effort by the company to better streamline those mobile orders — and what better place to do that than inside company headquarters?

Media reports indicate that Starbucks will reroute mobile orders from an employee cafe that serves the company's 5,000 employees to the new store, which will feature a large window where customers can pick up drinks.