Report: Starbucks to test mobile ordering

Seattle - Starbucks Coffee Co. is planning to pilot mobile ordering in an undisclosed U.S. market by the end of 2014. According to Re/code, the pilot will let consumers place orders through the company’s mobile app.



Starbucks definitely intends to roll out mobile ordering chain-wide at some point, and has created a cross-departmental team to work on issues such as how long a hot beverage can stay warm, the report said. The retailer expects the program to boost customer loyalty.



In addition, Starbucks is reportedly considering allowing other companies to use its mobile app for in-store ordering, although that initiative is currently in the discussion phase and is not a definite plan yet.



“We want to get mobile ordering right first, but you could be hearing more about us in the mobile wallet or universal loyalty space sooner than later,” Starbucks chief digital officer Adam Brotman told Re/code.