Starbucks To Add Order-Ahead Function To Mobile App
By Brianna Ahearn, contributing writer
On July 17, technology blog Re/Code reported Starbucks will soon add an order-ahead function to their mobile app, opening up a new way for consumers to have a better experience with the coffee chain. Consumers will be able to order coffee to be picked up at the location of their choice. The popular app is already a top download among app stores' food and drink categories, and the new option will help move customers quicker through Starbucks stores, while still focusing on providing dedicated customer service.
The mobile app is currently available for iOS and Android devices, and the company will test the new order-ahead feature in an unknown Starbucks location. Starbucks plans to roll out the technology for all app users later in the year, but wants to ensure the feature performs well for its customers; it's currently running a test in-house in the company's Seattle headquarters. Speaking to Re/Code, Starbucks Chief Digital Officer Adam Brotman states, “We will do this, and we will get it right.”
While the feature to order ahead isn't available widely yet, The Wall Street Journal reports Starbucks currently has about 10 million users who currently use the mobile app to pay for food and drinks. Consumers are no stranger to the ordering features available on mobile apps, however, as fast casual chain Chipotle Mexican Grill offers an order-ahead feature for its mobile app. The issue faced by Starbucks is getting the technology running seamlessly, because delayed orders will mean cold cups of coffee. To ensure the feature works well, the app development team regularly meets with a cross-section of company employees to examine the progress.
Starbucks mobile app currently lets consumers pay for drinks via credit or Paypal, check card balances, access company information, send gifts, and search for the nearest location. Once the order-ahead feature is implemented for all users, the Starbucks mobile app will be a hybrid of consumer loyalty and convenience. The loyalty platform, known as Starbucks My Cards, keeps a tally of purchase points, which customers can redeem for free drinks. The ability to reduce the time waiting in line should be a significant improvement for Starbucks fans and enable the business to cater to additional customers quicker. Wall Street Journal and other publications have also reported the chain is in talks with unknown corporations to license its app technology to pay in other retail stores, effectively transitioning the mobile app to a digital wallet.
Re/Code reports that customers have been requesting the order-ahead feature for years, and the company has put a heavy emphasis on ensuring the a pleasant customer experience. “We're trying to get this down to a science,” says Brotman.