JANUARY 30, 2017|RESTAURANT & HOSPITALITY
Is Starbucks' Mobile App Getting Too Popular?
As the mobile orders flood in, Starbucks customers who walk up and order in the usual way are being forced to wait, which creates a kind of unintentional chaos at the counter.
This is the downside of Starbucks' deep mobile integration. They are hitting the problem before other retailers do, mostly because they got there first. Success in one channel turned into a service failure in another, and no amount of app polish fixes a queue of confused people standing next to a pile of finished drinks with other people's names on them.
As they respond, any brand considering better multichannel integration should be watching and learning from what CEO Schultz decides to do next.
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How It All Started
A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
