A Clashing of Convenience and Experience
Why Starbucks and Mobile Ordering Don’t Mix
Mobile ordering… Yes, I’ve used it, but only when it made sense. Mickey D’s, for instance. They are all about speed and convenience.
But sometimes it doesn’t make sense. Case in point, Starbucks. Starbucks is not successful because of its “OK” coffee; it’s about the experience. From the skilled, talkative baristas to the cozy atmosphere, customers go to Starbucks to pull out their iPhones and MacBooks and be hipsters for a few hours.
Mobile ordering robs customers of this ritual. Worse, mobile orders create much longer waits for those seeking the authentic Starbucks rite. It doesn’t align with the values and essence of Starbucks as an establishment.
So, to the few remaining independent coffee houses — I’m watching you. Remember why you exist. Continue to serve “les flaneurs.” Leave the mobile ordering to places that sell warm beverages and keep selling us great coffee and a fantastic experience.