Mobile Commerce

Starbucks To Accelerate Mobile Order & Pay Rollout

Scott Maw, CFO at Starbucks, explained how the national coffee chain has experienced resounding success with its pilot mobile ordering and payment program in cities like Portland and Seattle.

If you’re like the millions of Americans who depend on a caffeine jolt to get their motors running in the morning, odds are you dread the morning rush at Starbucks. Fortunately, you might not have to put up with that for much longer.

In a recent conference call with Goldman Sachs Global Retailing, Scott Maw, CFO at Starbucks, explained how the national coffee chain has experienced resounding success with its pilot mobile ordering and payment program in cities like Portland and Seattle. In fact, although Starbucks’ original plan was to complete a nationwide rollout of the mobile ordering program by the end of 2015, Maw said that every company-owned store would instead offer the service by the end of September.

“We’ve spent the money and taken the cost to do that because we know we have a winner and [mobile orders and payments are] running ahead of our expectations,” Maw said in the conference call, as quoted by SeekingAlpha. “Mobile Order & Pay roll out will have all company-owned stores rolled out by the end of this month including … in New York.”

Seeking to add more functionality to an already popular service, Maw also explained that when mobile orders and payments become available across the country, customers will be able to look through customized menus based on the stores nearest to them at the time. Moreover, Android users can expect a dedicated app to join the iOS version already in use by the end of the month.

A nationwide rollout of the mobile orders and payments program could lay the groundwork for an expansion of Starbucks’ subscription delivery service as well. Such rapid growth may prove more troublesome though, as Starbucks will have to coordinate a cross-country growth plan for its partnering on-demand delivery service Postmates.

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