Mobile Order & Pay is a feature on the Starbucks app, which the company says has 16 million active users on Apple and Android devices in the United States. Up until now, the app could only be used in-store to pay for a purchase. The new service allows users to place orders and pay for them from a remote location, and then pick up the order at the store.
Adam Brotman, Starbucks' chief digital officer, said the coffee chain refined a variety of features before the expansion. Those help customers customize food and beverage orders, check local inventories for the availability of product and accurately calculate pick-up times.
"We're hearing (from users) that is creating a whole bunch of new occasions" to visit Starbucks, Brotman said. In particular, he said, it makes it easier for time-crunched workers and parents to drop in and for speech- and hearing-impaired customers to customize orders.
Starbucks plans to introduce the feature in select company-owned stores in the United Kingdom and Canada in October, Brotman said.