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The Starbucks Mobile Order & Pay App is a Sign of Things to Come

By December 9, 2014No Comments
The future of money is inside your smartphone.

The future of money is inside your smartphone.

I love coffee.

I drink cup after cup of espresso throughout the day, and when I want something different I go to Starbucks – not because I like it, but because it’s convenient.

I’ve been to dozens of different Starbucks locations throughout the United States and Mexico with the same result: fast coffee that tastes the same no matter where I’m at. To me, Starbucks is more about convenience and consistency than flavor and value.

And with the launch of their new Mobile Order & Pay system, my Venti Iced Americano with an extra shot and crushed ice is about to get made even faster.

Why Would Anyone Want to Wait in Line?

The only thing I don’t like about Starbucks is the crowded line with throngs of people trying to recite the order they tried to memorize.

It’s not uncommon to hear people order drinks with grandiose titles like
“Grande Non Fat Soy Decaf Latte – No Whip, Extra Hot” or “Trenta Drip – No Room, Half Ice.” And while I don’t think there’s anything inherently wrong with ordering whatever it is you want to drink, I blame these complicated orders for holding up the line. (Sorry, I’m guilty of it too!)

But that’s about to change.

Starbucks’ new Mobile Order & Pay system integrates seamlessly into the current Starbucks app. Customers are now able to place orders in advance of their visit and pick them up at their chosen Starbucks location without having to wait in line or even pay in store. While not the first app of its kind, this is the first time such a widely-used app (16% of all Starbucks payments) is offering this service.

The days of waiting in line for the people in front you to hurry up with their order are over.

Starbucks Mobile Order & Pay Details

  • Mobile Order & Pay is available for customers using a Starbucks app for iPhone in markets where the feature is available.
  • Store locations appear based on the GPS functionality of a customer’s iPhone.
  • Upon first use, customers will be asked to accept location services, allowing Starbucks to identify the nearest location offering Mobile Order & Pay.
  • If customers choose not to accept location services, they will not be able to use the Mobile Order & Pay feature, but will have access to the Starbucks Mobile Menu.

How it Works

  1. Click on the “Order” option at the top right of the screen.
  2. Select the food and beverage items to order: Just as in-stores, beverages are customizable, including the option to modify size, number of espresso shots, dairy selections and more.
  3. Select the participating store for pick up: Approximate wait times will be viewable on the customer’s phone prior to selecting store location. Directions will also be available, if needed.
  4. Confirm by clicking, “order:” At the time of order, payment is made from the customer’s registered Starbucks Card.
  5. Proceed to the selected Starbucks store to pick up food and beverages: Orders are immediately sent to the selected store where Starbucks partners (baristas) will begin preparing the items.

This is Just the Beginning

The Mobile & Pay option is currently being offered to residents of Portland, Oregon (152 locations) who own an iPhone, but that won’t last long. Starbucks has already announced plans for Android acceptance along with a nationwide rollout starting next month. And if Starbucks has taught us anything about how they like to expand; it’s a fair assumption they will do this as fast as possible.

The Mobile Order & Pay function will also do a lot more than simply place your coffee order. The Starbucks app will now integrate seamlessly with Uber, allowing customers to hail a ride whenever they want to go on a coffee run. And in case you’re running late, don’t worry – Starbucks says they will remake your drink without charging you anything extra.

Eventually, Starbucks claims your phone’s GPS signal will let them know when you’re on the way and they’ll be ready with your favorite drink without you ever having to place an order. They’ll even remember your drinking patterns so you’ll always have your coffee just the way you like it, whenever you want it.

Starbucks has been an innovator in the technology industry as much as they have been with their coffee business. Among their many feats are launching a successful mobile payment system, installing wireless charging mats at various locations, and trading Bitcoins for unused gift cards. But their latest foray into the tech sector proves one thing: Starbucks is thinking about the future of money – and it involves our smartphone.

It’s not hard to imagine a world where every fast-food/drink retailer does the same thing as Starbucks. With Apple Pay and Google Wallet slowly picking up momentum, the Starbucks Mobile Order & Pay system could be the catalyst that convinces people mobile payments aren’t that “dangerous” after all. But I have to admit, part of me will miss making a complicated order.

Then again, I really do hate waiting in that long line.

What do you think? Are mobile payments the future of currency? Will you be using Starbucks Mobile Order & Pay? Let us know in the comments below!

Author Ivan Barajas

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