“We will do this and we will get it right,” said Adam Brotman, Starbucks Chief Digital Officer.
The “it” is the Seattle-based coffee chain claims to go beyond just giving customers the option to pay for their java through the Starbucks app. According to Brotman, the company plans to allow customers in one undisclosed geographic test market to start placing pickup orders from the Starbucks app later this year.
Eventually, the technology will be rolled out nationwide, Brotman told Re/code.
This is coincident with reports that Starbucks will roll out order ahead capabilities made available thru the Starbucks app. Brotman added that customers have been requesting the functionality for a while, but only recently did Starbucks feel that its technology and in-store operations were strong enough to dabble in the idea of in-store pickup. Starbucks view is that it would rather spend as much time creating plans for responding to potential problems with the technology as it is trying to craft a perfect process.
“We’re trying to get things down to a science,” he told the news source.
In addition to the in-store pickup, Starbucks is looking into finding potential business partners to let its customers use the Starbucks app as a payment instrument in other stores.
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“We want to get mobile ordering right first, but you could be hearing more about us in the mobile wallet or universal loyalty space sooner than later,” Brotman said.
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