“We are playing offense,” said Starbucks CEO Howard Schultz when explaining how his company is adapting to changes in consumer behavior.
After reporting quarterly sales that were disappointing, Starbucks revealed new operations strategies that will distinguish them from competitors and add to their value proposition.
The Seattle-based coffee company stated that it will be implementing a delivery option on its app for mobile devices. This delivery option will be available in certain parts of the US next year. Lately, Starbucks has been pushing the use of its mobile app as a way to increase customer loyalty. Not only will it have a delivery option, soon you will be able to place an order on your phone ahead of time – a way to get customers in and out quicker.
I think that this is a smart move by Starbucks. Smartphones and mobile apps are becoming increasingly popular and soon it will be essential for businesses to use these. By becoming the first coffee company to offer delivery and pre-order through mobile apps, Starbucks is establishing itself as a leader in the coffee industry. This will also add to Starbucks value proposition and points of difference.