Starbucks to allow orders straight from mobile app

Starbucks, the American global coffee company, is filling the US with its shops sprouting up all over the place, and now it seems Starbucks wants to extend its experience, and port it to your mobile, or more specifically your Starbucks mobile app.

The company announced earlier this year that it might soon begin accepting food orders straight from its mobile app, and also added that already, 14% of the orders being placed are paid for by the Starbucks mobile app. As you can see in the image above, the company also allows tips via the mobile app.

You might wonder, when the company is already so successful, why try to fix a good product? I mean, if someone orders through the app, and time after time his order gets either cooked too early or etc., then it might end up doing more damage than good to the company’s reputation.

Well, to explain why the company is going this route to begin with, I believe it’s a continuation of its rebranding trend, since a few years ago Starbucks was nearing bankruptcy, now it’s up again and wants to show consumers that it is better and offers a better experience than other coffee shops.

To tackle the issue of product orders, the feature will first be used in a select geographical area, and that will be done in what you might call a ‘soak test’, and after it will be finished, the service will be extended to the whole US.

It doesn’t end here though; another idea that’s being considered is porting this service to other shops, meaning the app will turn to sort of a digital wallet, allowing you to make purchases in a multiple amount of shops, and forming some sort of universal loyalty program.

If you want to see the original interview with the CDO, visit re/code which originally posted about this new service:

Source: Recode