Starbucks Limits Mobile Order Items to Streamline Service
Starbucks has implemented new measures to curtail mobile order customization and expedite customer service.
Reduced Order Items:
The company has reduced the maximum number of items per mobile order from 15 to 12. This streamlining aims to alleviate the strain on baristas faced with complex orders that slow down beverage preparation.
Modifications Removed:
Starbucks has removed the option to add a splash of milk or lemonade to classic Refreshers. These modifications are now available through specific menu items. Additionally, customers can no longer order caffè americanos without water, as the 12-ounce doppio (two shots of espresso) is already a menu option.
Personalization Options Retained:
Despite the imposed limits, Starbucks emphasizes that customers still have ample personalization options. The Starbucks app allows modifications such as adding cold foam or syrups to Americanos.
Improved Customer Experience:
CEO Brian Niccol has prioritized enhancing customer experience by reducing order chaos and simplifying pickup procedures. The company is exploring mobile app features that enable customers to select designated pickup times and is testing algorithms to sequence orders efficiently.
Food and Beverage Lineup Optimization:
By late September, Starbucks plans to trim approximately 30% of its food and beverage lineup. Additionally, the company is reintroducing elements to create a more inviting atmosphere, such as ceramic mugs and handwritten notes on cups.