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Full steam ahead: Starbucks poised for deliveries

Coffee-to-go changing to coffee-to-come as chain seeks strategy to turn around disappointing sales.

By Mary Papenfuss
Why go to a Starbucks when a cup of joe and a pastry can be delivered right to your desk? That's what Starbucks has up its coffee sleeve to boost sales. (UPI Photo/Alexis C. Glenn) | <a href="/News_Photos/lp/1993ab63e98b2dc09d0705400d32669c/" target="_blank">License Photo</a>
Why go to a Starbucks when a cup of joe and a pastry can be delivered right to your desk? That's what Starbucks has up its coffee sleeve to boost sales. (UPI Photo/Alexis C. Glenn) | License Photo

SEATTLE, Oct. 31 (UPI) -- Starbucks hopes to give its sluggish revenue forecast a caffeinated boost by delivering coffee and treats to your door or desk. Beginning next year the coffee mega-chain will begin offering deliveries to customers in select areas.

"We are playing offense," said company CEO Howard Schultz, referring to a strategy to adapt to changing customer habits, including a move to online shopping and away from stores, though he offered few details. He envisioned in a talk to investors, however, a "standing order" of daily coffee for an army of workers. "That's our version of e-commerce on steroids," he said.

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The delivery service will be available through Starbucks Corp.'s mobile app, which currently lets customers use their phones to pay at Starbucks stores.

The delivery plan was announced as Starbuck revealed disappointing fourth quarter results below Wall Street expectations. Revenue rose 10 percent to $4.18 billion, short of the $4.24 billion analysts predicted, sending share prices tumbling.

In another Starbucks change, workers are being told to leave their jewelry at home, and some employees have taking to social network sites to complain. It's part of a new dress code that will allow most tattoos and even nose studs. Most jewelry, especially larger pieces, won't be allowed, according to the company, because Starbucks plans to introduce several new food items, and the guidelines are based on the FDA food safety requirements.

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