An update to my recent Starbucks post. I've been using mobile ordering for my morning coffee now for the past week. It's been a huge time saver for me. Where previously I would spend 10-15 minutes in the store, now I'm in and out in about 2-5 minutes. That is a great efficiency for me to find, considering I've been following the same routine for the past 3.5 years.
The only quibble I have is with the store selector aspect of the app. there are a number of Starbucks stores in Boston. And for me to time the order right (so it's ready for me, but hasn't been waiting for me too long), I'm usually nearer to several other stores than the one I'm heading too. Selecting the right store on the map could be better, as currently I'm pinching, zooming, and selecting several stores before I find the right one.
But otherwise, the mobile ordering feature is a hit. And as I argued in my original post, continuing to degrade the in-store experience as mobile customers get priority access over people waiting in line.