Starbucks is implementing 'common sense guardrails' on app orders to streamline complex customizations, aiming to improve both mobile and in-store customer experiences.
CEO Brian Niccol addressed the challenges of excessive app customizations that complicate the ordering process, indicating a need to simplify for both customers and baristas.
By prioritizing a new sequencing algorithm for mobile orders, Starbucks aims to enhance customer satisfaction and ensure accurate pickup times while reducing cafe crowding.
Over 30% of transactions are mobile orders at Starbucks, but prolonged wait times and chaotic environments are undermining the overall experience, prompting this operational overhaul.
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