Starbucks recently announced plans to start a pilot project that will test allowing customers the ability to order their drinks ahead of time for pickup using the coffee chain’s already popular mobile app.
Starbucks said in March more than 14 percent of purchases at its U.S. stores are paid for using the app, and chief digital officer Adam Brotman says enabling customers to order ahead using the app is a natural next step, especially as such features are enjoying success at other chains such as Chipotle.
However, some non-payment features need to be resolved first, such as getting the timing down so customers will arrive to a hot and ready beverage. Starbucks currently is working out these problems at a model store at its headquarters and will soon pilot it at an undisclosed market later this year, but Brotman says the company is committed to rolling the service out nationwide. He also notes Starbucks is looking to expand its payments and loyalty services with partnerships with other businesses.
“We want to get mobile ordering right first, but you could be hearing more about us in the mobile wallet or universal loyalty space sooner than later,” Brotman says.
From “Starbucks Has Bigger Plans in Mobile Payments Than Most People Realize”
Re/code (07/17/14) Del Rey, Jason