Starbuck Korea introduces its first self-order kiosks
Starbuck Korea introduces its first self-order kiosks
SEOUL, Nov. 13 (Korea Bizwire) — Starbucks Korea has introduced self-order kiosks for the first time, marking a cautious shift in the global coffee chain’s long-held principle of prioritizing human interaction.
The company said Thursday that two kiosks were installed this week at its Myeong-dong branch in central Seoul, one of the city’s busiest shopping districts and a popular destination for foreign tourists. Customers at the store can now choose to order either at the counter or through the new touchscreens.
The kiosks, available in Korean, English, Chinese, and Japanese, aim to make ordering easier for non-Korean speakers. Starbucks plans to expand the pilot program to about 20 high-traffic stores in areas such as Myeong-dong, Jongno, Gangnam, and Jeju Island, starting next week.
While other coffee chains in South Korea have long relied on kiosks to improve efficiency, Starbucks had resisted automation, citing its brand philosophy of maintaining “human connection” with customers. The company said the kiosks would be an “auxiliary channel” similar to its mobile ordering app, Siren Order, rather than a replacement for face-to-face service.
Starbucks Korea emphasized accessibility as well: the new kiosks are lower than standard models and mounted on tables for easier use by customers in wheelchairs.
The rollout had originally been planned for June but was delayed to ensure accessibility compliance and gather feedback from pilot testing.
A Japanese tourist visiting the Myeong-dong store described the experience as “comfortable and language barrier–free,” reflecting the company’s focus on accommodating the city’s international crowd.
The move comes as Starbucks globally experiments with new formats, including kiosk-equipped “smart stores” in Japan and the United Kingdom, balancing technology adoption with its trademark emphasis on personal service.
Lina Jang (linajang@koreabizwire.com)
