Starbucks Now is an attempt by the company to fix the situation, which is not a very pleasant one. The fact is that recently in China, it has a dangerous competitor in the form of Luckin Coffee, which has built its model on digital orders through apps, quick service, and delivery – its stores have no seating space at all. Only in May this year, the new network already owned 2400 outlets across China. At the same time, Luckin Coffee has big plans for expansion, and not only within the country. Starbucks Now (at least in part) is an attempt to resist the growth of a new competitor.