One in 10 Voice Users Order Coffee via the Technology

As coffee shops look to drive convenience, PYMNTS data reveals voice commerce holds significant potential.

By the Numbers

Research from PYMNTS’ new study “How Consumers Want to Live in the Voice Economy,” which drew from a population-balanced survey of nearly 3,000 U.S. consumers, revealed that, of the 65% of consumers who have used voice technology in the last 12 months, 11% have leveraged the tech to place coffee orders for pickup.

The Context

This finding is key, as coffee shops look for ways to integrate ordering more seamlessly into consumers’ day-to-day routines, and as quick-service restaurant (QSR) brands overall leverage demand for coffee to drive sales.

Bakery-café chain Panera Bread has been particularly active in this space. Most recently, the brand announced that it has begun letting its loyalty membership customers order by voice via Amazon’s Alexa.

Plus, back in September, the brand kicked off a partnership with Apple’s CarPlay. Through the integration, iPhone users who are members of Panera’s MyPanera loyalty program can order via the fast-casual brand’s app, and the brand’s Unlimited Sip Club subscription holders can redeem their beverages through their car’s dashboard with CarPlay.

Meanwhile, Starbucks has been looking to delivery to expand its availability. After years of holding out, the coffeehouse giant announced a deal with DoorDash in September as part of the chain’s reinvention plan, and earlier this year, the brand expanded the partnership.

“As customer behaviors evolve, we continue to innovate the Starbucks experience to connect with them through meaningful and valuable digital experiences,” Brooke O’Berry, Starbucks senior vice president of digital experiences, in a statement. “Our partnership with DoorDash allows us to provide our customers with another convenient way to enjoy Starbucks wherever they are.”

The delivery channel marks “a significant growth opportunity” for the brand, she added.