Starbucks To Test Mobile Ordering

March 15, 2014

starbucks in harlemStarbucks Corp., the world’s largest coffee-shop operator who has a number of stores in Harlem, will test a smartphone service this year that lets customers order items ahead of time at some U.S. cafes, part of a push to promote its mobile application.Starbucks is “actively working” on mobile ordering, Adam Brotman, chief digital officer at the Seattle-based company, said in an interview. The move would let customers select coffee or food while in line or before coming into a cafe, potentially speeding up service and saving time.

“It’s something our customers have asked for,” he said. “We’re not revealing a lot of details about it now.”

Starbucks, which processes 5 million mobile transactions a week, has been focused on expanding and improving its rewards program and mobile apps to help boost sales. Last month, Chief Executive Officer Howard Schultz handed over day-to-day operations to Troy Alstead, chief operating officer, so he can focus on “next-generation” retail, digital and mobile payments, the company’s loyalty program and electronic commerce (source).

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