With the tag line “No time? No line.” Starbucks rolled out their mobile order & pay app a month or so ago. I’ve used it a number of times since then, not always successfully, and my initial impressions would be that they released an MVP. I’m hoping it will get more of the features it currently lacks.
First (and second) Impressions
The first time I tried to use it, I thought it was Android only because my iPhone app didn’t show the ‘Order’ option at all. That, it seems, is because the feature only works if you allow it to access your location (and I’d turned that off for Starbucks on a previous mission to try to save battery – I rarely need a store finder, and if I do, I find the Maps app works just as well).
The second time I tried to use it, I was in a hurry and was hoping to skip the line. But it insisted the nearest store was almost two miles further away than the store that was less than a mile away. And which I know was supporting the program because I’d heard mobile orders being called out on previous visits. When we stopped at the store, the line was indeed long, leaving me wondering whether the mobile ordering system is trying to route me to a different store. If so, that’s a major fail in my opinion. The store I wanted to go to was on my route; the one the app was insisting I order from was in the opposite direction (and across the estuary in Oakland where I would also have been unable to find parking easily).
Third Time’s a Charm
The third time it worked as expected. When I arrived, the order was not ready (apparently four mobile orders had come in at the same time & overwhelmed the system). A minute or two later I had my drinks & food; all good.
Missing Features
While they seem to have done a good job on the ordering part, the payment section needs work. As far as I could see right now, there is no way to use a loyalty reward to pay for a drink. Nor is there a way to enter a “coupon” code for one of the offers they email out. Both basics for online checkout systems.
Obviously, I also can’t order & use a personal cup (though I would love to see if they could incorporate that somehow – perhaps taking the cup at the delivery area).
I have also heard from some that drink customization is near impossible unless the option is in the app. Not a problem for my simple latte drink!
Timing
Unlike other mobile ordering systems (e.g. Chipotle’s), there is also no way to add a delay to the order. If I know I am 15 minutes away when I leave home, I either have to expect a cooled down drink & food, or order while driving (not going to happen until they add voice ordering).
Will I Keep Using It?
Probably sometimes, but the timing part is going to be the hardest part to work around. It is rare that I can order 3-5 minutes away from the store.
