Starbucks drives further business transformation with introduction of store pre-visit order app

Starbucks Now app aims to drive further business transformation

Starbucks Now, a mobile order and payment service, has been released by the coffee giant across 300 stores in Beijing and Shanghai.

The feature, available through Starbucks Rewards, will allow customers to place orders in advance of their visits to a Starbucks store and will be further rolled-out across China over the coming year.

The app features GPS functionality in order to allow users to select their nearest store as well as to customize a beverage, select a food offering, view order time, and pay.

Starbucks Rewards members will also be incentivized to use the service with the awarding of stars on all purchases that will generate rewards including free beverage and food and personalized offers.

“Starbucks Now represents a significant opportunity for Starbucks China to drive new innovative customer experiences,” said Belinda Wong, chief executive of Starbucks China. “This builds on the latest of several digital initiatives in China, including Starbucks Delivers and locally relevant gifting and e-commerce experiences. We are excited to offer this special Mobile Order and Pay service exclusively to our Starbucks Rewards members to provide convenience and speed to suit their on-the-go lifestyle and seamlessly integrate Starbucks into their daily lives.”

According to Starbucks, which has also this week opened its first Signing Store for hard of hearing customers in China, the company has opened 553 net new stores over the last 12 months, representing a 17% annual growth rate.

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