Will Mobile Order & Pay eliminate checkout lines at Starbucks?
Sometimes it seems as though waiting to be served at Starbucks takes forever, and that’s not even during rush periods. But waiting may be a thing of the past as Starbucks’ mobile app now enables customers all over the U.S. to place and pay for orders before arriving.
Starbucks’ Mobile Order & Pay, a feature on the company’s mobile app, was initially tested in 150 locations in the Portland, OR market last December. The pilot was then expanded to 3,400 stores in 17 states earlier this summer. Now, the enhanced app will available for customers to use in all of the 7,400 company-owned Starbucks operating in the U.S. The company plans to roll it out in Canada and the U.K. next month.
Back in July, CEO Howard Schultz told analysts (as per SeekingAlpha), "Mobile Order & Pay is fueling both revenue and profit growth in every market in which it has been deployed with customer adoption starting faster and accelerating with each new phase we roll out. By enabling our customers to order ahead and avoid waiting in line, Mobile Order & Pay is enabling us to capture more on-the-go customer occasions."
Adam Brotman, chief digital officer at Starbucks, said Mobile Order & Pay "represents the fastest technology application rollout we have ever done."
- Starbucks Mobile Order & Pay Now Available to Customers Nationwide – Starbucks Coffee Company
- Starbucks’ CEO Howard Schultz on Q3 2015 Results (Earnings Call Transcript) – SeekingAlpha
In what ways will the nationwide rollout of Mobile Order & Pay shape Starbucks’ business going forward? What other retailers might benefit from a similar advance ordering and payment feature?