Starbucks Wants to Get to Know You Better
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Starbucks hopes digital loyalty plus face time with in-store employees will help continue its turnaround. Earlier access to egg nog lattes and other holiday drinks — available a full week earlier than last year — won't hurt, either.
Starbucks admits it needs to focus on the in-store experience, but at the same time its drive-thru and mobile ordering are growing fast.
During the company's recent earnings call, Starbucks chief operating officer Rosalind Brewer said that more than 80 percent of new U.S. stores are drive-thru, and the format will be a continued focus in the year ahead. Additionally, she said, "drive-thru, out-the-window, and mobile order and pay combined grew to more than 50 percent of the way customers are ordering, up more than 10 percentage points
