Starbucks is arguably the most popular coffee franchise in the world. With Starbucks being so popular, all locations are usually very busy. They already have a very neat and efficient ordering process, but it just got more efficient. On September 22nd, 2015 Starbucks introduced the new Mobile Order and Pay app featured nationwide.
Being from New York City I am very impatient and usually in a rush. I love the idea of the Mobile Order and Pay because it creates convenience for the customer. As Kline said, “This technology should make lines shorter and allow people to spend no time in line and less, if not no, time waiting for their drinks.”(Kline) Being able to order your item through your phone and picking it up makes everything so simple. In today’s impatient world everything is at the click of a button, nobody enjoys waiting; the convenience behind this app is simply great.
Everyone under the age of 30 is quite tech savvy, but most adults over the age of 30 are not. The coffee industry does not apply to one specific age group, obviously. Starbucks did a great job making the app very simple and accessible for all people. The process is a simple one, you launch the app, then you press order, then the menu is shown for the nearby Starbuck locations. Once you choose your location, you choose your item and it provides you with an approximation of when your item will be ready. Then you arrive at the pick-up area and receive your item. Not only does this show how simple it is to access the app, but it touches on the convenience of the app as well. The simplicity of the app is great, but it also, “makes it easy to order heavily customized beverages with much less opportunity for human error to lead to it being made wrong.”(Kline) Whenever I pay for an edible item, I would like it how I asked for it. I constantly see the employees’ mess up orders and I think the app will help resolve this problem.
One aspect of Starbucks that I think most of their customers enjoy is the atmosphere. Starbucks was one of the first franchises to offer Wifi to customers and that created an appealing atmosphere to many. My primary or secondary sources did not talk about how the app could possibly take away from the atmosphere. Personally, I think because this generation is so empowered by technology that most people will begin to use the app and this will create a negative impact on the atmosphere. My primary article from CIO.com did not do a well enough job explaining how Starbucks would be impacted by the app. They did a great job explaining the process and made a few keys points, but my secondary article really explained how the app would benefit Starbucks.