Starbucks is experimenting with new technology:
Imagine, if you will, this scenario: It is 8:15 a.m., and you need to be at work in fifteen minutes. You haven’t had your first cup of coffee. You might even be a little grumpy. You run into your local Starbucks, and you’re greeted by a painfully long line. There are literally ten people ahead of you in line! As you stand dutifully in line, a barista greets you and takes your order. You’re still six people away from the registers! The barista has in his or her hand an ordering device. On the side facing the barista is a screen that appears to look like a sophisticated register screen. The backside has a strap for the barista’s comfort in holding the machine. The barista takes your order, “One short morning pick with walking room, and an oatmeal.” Little do you know, the hand-held machine transmits the order information to the register area, and a labeler prints out the drink label for your to-go cup. When you walk up to the register, you just hand the barista your card, or scan your mobile phone payment. (Of course there is the possibility that you might use cash to pay too.)
How does that sound to you? Is this something you would like?
I’ve heard rumors that Starbucks would like to launch something like this in their very busiest stores, in places like New York City. A very small test of this is already underway. It’s only a test at this stage, and the idea is that this technology may improve speed of service during the morning rush hour. (If you like reading about test products at Starbucks, click here.)
Labelers have been around for a few years, but seem to have become more common recently. Is this something Starbucks should do?
What do you think? My own personal feelings are a little bit ambivalent on this. I think eventually this is coming. It might be later rather than sooner, but there’s such a powerful trend to automate in this fashion that I don’t think Starbucks can resist. It seems like most people want something like this because speed of service is vital to so many. Personally, I’m fine waiting an extra two minutes and to just tell my order to a barista, and see a cup and a sharpie, but that “touchology” of Starbucks is fading a bit. I guess what I’m saying is that I don’t see any need for hand-held ordering devices, but I don’t see it as worth having a fight about either.
Before you make up your mind so fast about hand-held ordering devices, I recommend that you read this article by John Moore about Starbucks “touchology.”
^ Note that that is 2005 article written by a Starbucks marketing partner, and it discusses handheld ordering devices.
And one more article that is also critical reading, also from John Moore‘s blog:
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It’ll be several days until I update the blog again. Feel free to talk about anything Starbucks-related.
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Since this is a anything related post, here goes. During the week last week for one day they tested the everything bagel at my local SB. My husband tried it and said it was very good. Today, he wanted it but the ASM said it was just tested for that one day and they will no longer be getting it. Very strange! How can it be tested for only one day and how can SB determine if it is suitable for this market based on only one day?
@Purple1 – That doesn’t sound like a ‘test’ but more so maybe a day of ‘sampling’ it to try it out. There had to have been other research done on it before it got to a national launch! I realize I should have made the newest card thread an open thread too! This one did get a ton of conversation around the hand held ordering machine. How lucky he got to try it! I’m curious. But I know I will miss the Chonga bagel.
@Purple, @Melody – We got the Everything Bagels yesterday, too, but I guess we got a different message because we used them as partner samples so that we could describe them to customers. We also got TONS of samples of the new cream cheese – 50% larger and available in regular or reduced fat.
As for the bagel, it was alright. Truthfully, I think I’m spoiled for bagels by where I live. We get GREAT bagels here.
I agree Kitenarie that the bagels are great around here and that the bagels at SB are not the same for sure, however, my husband said the everything bagel was good. New cream cheese? Have not seen it around here yet.
My favorite Starbucks got samples of the Everything Bagel and new cream cheese. However the new store manager is blindly by the book and would not allow any of us customers a sample.
One of the long time Partners is a real Chonga Bagel fan and knows I am too. He said I would probably be pleased with the Everything as it has a great flavor profile.
I have been considering all of the comments on the hand-held ordering device. I have started many comments, but they grow too long. I am going to try to be short.
There are a few facts about using a hand-held ordering device that Starbucks may not be considering as they are blinded by technology.
It will not decrease manpower, in fact it will require a dedicated person just to operate the device. And this person will have to be knowledgeable and diplomatic.
Since payment methods at the unit will be limited, this will lead to confusion and delay at the register.
If not done correctly this will bring the impersonality of the drive-thru to the lobby.
This is just another case of Howard ignoring that he is getting away from the basics that made Starbucks.
Truthfully, I think I’m spoiled for bagels by where I live. I agree Kitenarie that the bagels are great around here and that the bagels at SB are not the same for sure, however, my husband said the everything bagel was good.