Starbucks won't let its smartphone users wait

5 million mobile transactions per week

Chief digital officer Adam Brotman hopes the new smartphone app will be tested in several American stores this year, in order to shorten waiting times and speed up delivery.  “It’s something our customers have asked for. We’re not revealing a lot of details about it now.” The chain’s new iPhone app, available 19 March, will enable customers to tip their barista and add a ‘shake-to-pay’ feature.

Brotman has said that Starbucks currently gets some 5 million mobile transactions per week, which means that 11 % of all payments in American stores are made through smartphone or tablet, but he made it clear he wants to double that number this year.

Howard Schultz in control

The Seattle giant means business with its digital plans, a fact illustrated by the fact that CEO Howard Schultz passed control over the day-to-day operations to his COO Troy Alstead last month. The CEO will personally oversee the “next-generation retail, digital and mobile payments, the company’s loyalty program and electronic commerce”.

Howard Schultz is “working directly on all of the mobile plans and vision we are putting together. He’s very involved”, Brotman stated.