The store, which does not yet have an opening date, will be Starbucks' first in the U.S. In China, the coffee giant already has these types of locations, called "Starbucks Now.". The first U.S. store to attempt the concept will be located near New York City's Penn Station. The plan comes after Starbucks said it wanted to give customers more "convenience" and "comfort.". A store just for mobile orders would also work well with its app-based rewards program. According to CNN Business, the number of people using the app is now at 17 million. The pick-up only store would also help Starbucks integrate into more large and dense cities. This is due to the pick-up locations being presumably smaller than normal Starbucks cafes.