Pre-ordering apps making your life easier, or not?
Who has ever stood in line at Starbucks and it took you more than 10 minutes? I don’t know, because I don’t like coffee (got you). I know from friends that it sometimes can take forever till your special macchiato Frappuccino soya milk with cacao has been made. But Starbucks has the perfect solution for you now, IF you move to London or the USA. Starbucks has developed an app that lets users order ahead from the menu for collection from a specific store, with payment taken in the app (Lomas, 2015). This way, users can skip the ordering line and can go straight to the pickup line. But how does Starbucks manage this logistics system without getting the drinks cold? That is indeed a mystery, because it is already hard for the baristas to quickly make the drinks for people waiting in line and now they also have to make extra drinks coming though the app. According to Starbucks there has been a significant increase in transactions, so it probably works. So why is Starbucks developing this service?
This is not new to only Starbucks. Companies are continuously developing technology methods to make their services more efficient. Everyone has been to a show or sport match where, in the break, you rush to the bar to get drinks and food. To make this process more efficient, the Aviva stadium in Dublin has developed an app where visitors can already order and pay for their half-time drinks and food (Digby, 2015). Even the San Francisco International Airport gives passengers the opportunity to use the app AirGrub to pre-order food at three selected restaurant at the airport (Future Travel Experience, 2015). If you have a quick transfer, you can still eat something without waiting in the queues.
We all know the reason behind a company incentive, such as more efficient processes and increasing customer loyalty. So why are these apps so successful? Customers have begun to value their time more and more. People are not willing to wait in long queues anymore. These apps offer convenience and a high quality service, without losing a lot of your time. Apps such as Starbuck’s will probably pop up in the coming years and will keep making our lives easier. What’s next? A Starbucks, Aviva stadium and airport delivery service?
What do you think is next? And would you use the current apps if they were available here?
Digby, M. C., 2015. Avoid the queues by pre-ordering drinks and food at Saturday’s Aviva rugby match. [Online] Available at: http://www.irishtimes.com/life-and-style/food-and-drink/avoid-the-queues-by-pre-ordering-drinks-and-food-at-saturday-s-aviva-rugby-match-1.2101693
Future Travel Experience, 2015. New food pre-ordering app helps travellers avoid queues at SFO. [Online] Available at: http://www.futuretravelexperience.com/2015/07/new-food-pre-ordering-app-helps-travellers-avoid-queues-sfo/
Lomas, N., 2015. Starbucks’ Mobile Pre-Ordering Goes International With London Launch. [Online] Available at: http://techcrunch.com/2015/10/01/starbucks-takes-mop-to-london/