Starbucks is trying to regain its reputation as a nice place to hang out and enjoy coffee. However, the mobile ordering system is interfering with this goal.
Brian Niccol, CEO, aims to distinguish between 'to-go' and 'for-here' services, emphasizing the need for inviting spaces where customers can socialize.
Starbucks has implemented mobile ordering since 2011, but increased orders have led to longer wait times, sometimes reaching 25 minutes at certain locations.
Employees express their struggles in delivering quality customer service due to overwhelming mobile order fulfillment, impacting the overall customer experience in stores.
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