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Starbucks says nearly a quarter of all US retail orders are placed from a phone
Oct 31, 2020
Almost a quarter of all transactions at Starbucks stores in the US are mobile orders through the company’s app, an earnings document revealed yesterday. Ordering ahead through the Starbucks app is the company’s suggested way to get in and out of its locations faster during the pandemic, hopefully making it easier to maintain social distancing in the process.
Starbucks launched “Mobile Order & Pay” in 2015 , combining the company’s existing payment system with new online ordering features that let you order ahead for pickup at stores. This week’s new stats show how popular that feature has become, slowly growing over time until it dramatically increased over the course of 2020 — from 17 percent at the end of last year all the way to 24 percent of US retail orders last quarter.
Starbucks’ mobile orders as % of transactions: Q4 2020 24% Q3 2020 22% Q2 2020 18% Q1 2020 17% Q4 2019 16% Q3 2019 16% Q2 2019 15% Q1 2019 15% Q4 2018 14% Q3 2018 13% Q2 2018 12% Q1 2018 11% Q4 2017 10% Q3 2017 9% Q2 2017 8% Q1 2017 7% Q4 2016 6% Q3 2016 5% Q2 2016 4% Q1 2016 3% — Jon Erlichman (@JonErlichman) October 29, 2020
Mobile orders are the latest entry in Starbucks’ aggressive push onto phones, a project that started in earnest with the wide launch of mobile payments and the company’s app in 2011 . The move quickly proved successful: by 2013, mobile payments made up 10 percent of the company’s transactions in the US.
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