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Mobile Starbucks

Starbucks to roll out mobile ordering from next year, as system trials in Portland

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By Ishbel Macleod, PR and social media consultant

December 4, 2014 | 2 min read

Starbucks drinkers in Portland have been able to order and pay for their morning coffee though an app, as part of a trial set up by the company.

Having launched yesterday, 3 December, Mobile Order & Pay allows customers to place orders in advance of their visit and pick them up at their chosen Starbucks store.

Currently only available in Portland for iPhone users, the functionality will roll out nationally from 2015, with plans for an Android version to also launch next year.

When first accessing the app, customers will be asked to accept location services allowing Starbucks to identify the nearest location offering Mobile Order & Pay. If customers choose not to accept location services, they will not be able to use the Mobile Order & Pay feature but will have access to the Starbucks Mobile Menu.

Speaking to GeekWire, Adam Brotman, Starbucks’ chief digital officer, said that the company is confident that mobile ordering will take off.

“We believe this is going to be game changing, in terms of both the customer experience as well as driving incremental transactions and improving throughput and capacity in our stores,” he added.

The app allows users to personalise their drink – including shots of flavour or soy milk – and will alert customers to how long it will take to make a drink.

Mobile Starbucks

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