Starbucks Corporation (SBUX) is going to test mobile ordering this year

Posted Mar 13, 2014

Starbucks Corporation (NASDAQ:SBUX) has plans to start testing mobile ordering this year. Starbucks, the largest coffee-shop retail company in the world, will be testing a smartphone service this year that will allow customers to order goods ahead of time at some of their U.S. locations.

Adam Brotman, the chief digital officer at Starbucks, said that the company is ?actively working? on mobile ordering. Customers would be able to select coffee or food while standing in line or before entering the cafe. Starbucks process around 5 million mobile transactions per week and is looking to expand its mobile apps to increase sales.

Starbucks CEO Howard Schultz is focusing on the company’s mobile plans himself and is very involved in the integration. Starbucks is going to update its iPhone app on March 19th to include barista tipping and a shake-to-pay function. Over 11% of Starbucks’ U.S. store transactions are handled with mobile devices.

[Source: Bloomberg]