Starbucks is making some important changes in the way its stuff serves customers. The main goal is very clear: make sure drinks are not late, make orders more organized, and bring back a warmer, more welcoming café experience. To make this possible, the company has started trying a new technology to manage orders, and it has made more changes. So, let’s talk a bit more about this.
The new way to order at Starbucks
Starbucks is trying a new order system to help better organize the work inside the stores. This system creates a digital line, also called a virtual queue. Here’s how it works:
When a customer orders from the Starbucks mobile app, the order is not immediately prepared. Instead, the system places it on a digital line and tells the barista exactly when to prepare the order. For example, someone can order a coffee very early, even at 5:30 in the morning, but the order is saved and the barista prepares it when it is the perfect time. This way, the drink is made fresh just before pickup. This idea helps prevent drinks from sitting too long or being made too early.
What’s more, according to Starbucks’ CEO, this system helps baristas do their jobs more smoothly and reduces unexpected rushes or stress during busy hours.
Two types of clients
Starbucks knows not every customer wants the same, so the company clearly distinguishes between two types of people:
- Those using the mobile app: they look for speed and accuracy. They want their drinks ready quickly and made correctly, without needing much interaction.
- Those who order inside the café or pick up orders in person: they care more about personal interaction and friendly service. They want to feel welcomed and connected to the staff.
For Starbucks, both customers are important and the company wants to offer a nice experience for everybody without affecting others.
Customers buying at Starbucks
According to the data shared by the company:
- 40% of Starbucks orders come from drive-thru.
- 30% come from mobile orders.
- 30% come from customers ordering inside the café.
This means that 60% of clients physically enter the cafés. For this reason, Starbucks thinks the cafés must be inviting, nice and cozy.
Recent changes at the companies
Apart from the new order system, Starbucks has announced several changes on its cafés:
- About 30% of food and drink items will be removed from the menu to simplify choices.
- Self-serve condiment bars are returning.
- Customers will receive free refills of hot or iced brewed coffee.
- Customers who stay in the café can get drinks served in ceramic mugs instead of disposable cups.
- The open-door policy has been reversed.
- Handwritten labels on to-go cups will return.
Starbucks as a ‘’third place’’ again
The company wants its cafés to be a ‘’third place’’: a place is not home and not work, but somewhere people can relax, meet friends, and spend time.
To support this idea, the company plans to close most locations that only handled mobile orders. These stores will be turned into full cafés instead. The CEO explained that mobile-only locations felt too transactional and lacked warmth and human connection.
So…
So, what does all of this mean for you? As these updates roll out, your daily coffee routine may feel a little different—but the goal is simple: less stress, better service, and a café experience that works better for you.
Do you think these changes are a positive thing for the company and its customers? I mean, everybody wants their orders to be ready on time and eat or drink them at the right temperature.