Starbucks has rolled out its mobile ordering and payment service to all 7,400 of the coffee giant’s U.S. locations. Piloted earlier this year in the Pacific Northwest and subsequently expanded to select cities in 17 states earlier this summer, the Mobile Order & Pay function is integrated into Starbucks’ highly successful mobile app. Customers can choose a store location from a map view, browse, select and customize beverage and food items, view the estimated time frame the order will be ready, and pre-pay for the order—all from within the app. Integration with the Starbucks Rewards loyalty program enables customers to earn rewards points for Mobile Order & Pay purchases. The feature also will be rolled out to select locations in Canada and the U.K. in October, the company said.
“Bringing Mobile Order and Pay to our customers is about meeting their needs of convenience and customization at any time of the day” said Adam Brotman, chief digital officer, Starbucks. “The fact that it also represents the fastest technology application rollout we have ever done is indicative of the strength of our digital ecosystem, how well it has been received by both our customers and store partners and the impact we think it can have on the future of retail.”
Starbucks has long been on the leading edge of mobile payments. The company’s in-store payment and loyalty app—released U.S.-wide in 2011—is considered by many industry observers to be the gold standard among merchant apps. During an earnings call last fall, Starbucks CEO Howard Schultz revealed that about 16 percent of the company’s U.S. sales transactions take place via mobile device—a percentage that works out to around 7 million mobile payments a week.
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