The Starbucks iOS app has been on a strong climb in capturing share of payment transactions for years, most recently reaching a fifth of all sales in August. But in just a few months, remote ordering surpassed in-store payment, reaching “almost two-thirds of the mobile payment mix” in the Pacific Northwest.
These results mirror studies showing that ordering is a foundational digital offering. The National Restaurant Association’s 2015 Technology Trends report revealed that 54% of respondents regularly use smartphones or tablets to order from a restaurant’s website or app versus just 26% who say they use their own devices to pay for meals. Guests have come to expect the ability to browse the menu and plan an order at their convenience, without the time and pressure crunches that can occur while ordering in-store.