This morning, while putting gas in my car, I pulled out my mobile device and placed a mobile order for a Venti Latte (1% Milk and No Foam) with around 5 button presses on the Starbucks mobile app. When the gas was filled, I jumped in the car and drove 100 yards to the nearest Starbucks (I live in Los Angeles, after all…) and walked past a line of 18 people transfixed by their mobile devices while standing in line to grab my coffee that was just popping up on the counter. I still don’t get it. How can so many people not be using this great piece of technology?
What Starbucks has done – and Dunkin Donuts is following suit – by advancing a use of an app that is absolutely helpful in getting through your day rather than just being an occasional doldrums distraction, is a model for companies of all verticals to follow. By utilizing connectivity and UX in a hyper-intuitive way, they have not just made lives easier for people who only have the time to jump in and out for a coffee, they have used the available technologies to increase loyalty and gain an even stronger source of data to make their customers happier while boosting business practices. *Starbucks also gains a huge financial advantage as the customer has to have a balance in their app in order to participate – allowing the company to take on a huge amount of capital before they have to deliver the goods.
We’ll have to see if their latest program marrying the mobile ordering component of their app with a delivery service delivers the goods that can scale. The great and innovative learning in this is they are piloting ideas that take industrial knowledge one step further to keep moving forward. I don’t know how many people will want to pay a multi-$$ surcharge for a cup of coffee to be delivered, or how many markets it would actually work in. But, if they can figure out how to provide the service in areas that make sense and are profitable… even better.
Of course, once more of the world catches on to the mobile ordering and goes straight to the counter, Starbucks will have to figure out how to deliver on greatly expanded expectations. But that’s a good problem to have. Until then, I’ll continue to enjoy walking past the line at the register while shaking my head in wonderment of when more people will make the jump.