Due to the success of its mobile app and rewards program, Starbucks has consistently released new features and functionality. The coffee giant most recently added digital tipping and shake-to-pay capabilities to the iPhone app and is now testing a mobile pre-ordering feature.
The feature, which allows customers to select and pay for their beverages before even entering a location, has been rolled out to Starbucks Korea and is expected to be implemented in U.S. stores this year.
Called “Siren Order,” the new service will enable all “My Starbucks Reward” members to pre-pay for their orders using the app, according to an article on Korea Bizwire. Customers also can add shots of espresso, syrup, whipped cream and alter their milk preferences using a QR code that comes with the application.
Pop-up alerts will alert customers when their orders are approved, beverages are being prepared and when they are ready to be served. This helps reduce in-store waiting times.
A Starbucks Korea spokesperson stated: “We value communication with our customers above all in our business principles, and communication through digitalized marketing tools such as ‘Siren Order’ will help to extend and innovate our customer relations.”