Report: Starbucks 'visualizes' drive-through innovation

Starbucks Corp. is reportedly seeing value in a new addition to its drive-through order windows.



According to Bloomberg, Starbucks is rolling out video screens to 2,400 drive-through lanes in stores across the U.S. during the next 12 months. In one major differentiator from the drive-through screens found at many quick service chains, Starbucks screens will feature a real-time audio/video feed of the barista taking the order.



Images of items the customer orders will appear on the screen to ensure they are placed correctly.



Baristas will also be able to see the customers placing the order, the report said. Starbucks began testing the screens at stores in Washington in 2013.



The new screens should add a level of personalization to what is usually a fairly impersonal drive-through experience. By providing a more direct line of two-way communication with visual confirmation of orders, it should also increase the speed of drive-through ordering.



Starbucks has been heavily investing in the customer experience with offerings such as mobile order and pay.



In addition, the retailer recently hired Adobe CIO Gerri Martin-Flickinger for the new role of CTO. In her new role, Martin-Flickinger will lead the global IT function and play a key role in shaping the technology agenda. Interestingly, in her previous life she played a key role in enabling Adobe’s transformation to a cloud-based business.



The video screens predate Martin-Flickinger’s arrival, but are a sign of Starbucks’ continuing dedication to providing a next-generation omnichannel experience. With a new CTO on board, more innovation is all but guaranteed.