Adding convenience to your morning cup of coffee

Starbucks Coffee Singapore wins this year’s SBR Technology Excellence Awards.

As one of the most recognisable coffee brands in the world, Starbucks® has been at the forefront of the industry in tying convenience whilst making their coffee rewarding for their customers. Being a leading food and beverage brand across many markets, the company introduced their Mobile Order & Pay (MO&P) feature on the Starbucks® Singapore Mobile Application to streamline store experiences for their patrons.

The Mobile Order & Pay feature allows for a more convenient journey for Starbucks® Rewards members to make all transactions through the app, from placing an order and paying ahead, to choosing a pickup method within the app. For their efforts to provide better customer journeys and experiences, Starbucks Coffee Singapore received the Digital - Food & Beverage Award at the 2023 SBR Technology Excellence Awards.

The awards programme recognises the achievements and strides that companies in Singapore have undertaken in developing world-class products and services aided by technological innovations, and Starbucks® Singapore’s Mobile Order & Pay pushes them ahead of their competitors.

Choose to Order & Pickup Now to add to your convenience when you are on the go, Schedule An Order ahead of time and pick it up at the time of your choice, or opt for Dine-in Ordering where you can place your orders without getting up from your seats in stores. Go for Starbucks® Delivers and deliver your favorite food and beverages to your house directly.

Members can also collect Stars and earn rewards with Starbucks® Rewards through the Mobile Order & Pay function within the app, similar to in-store transactions. Customers can be guaranteed a fast and seamless experience from ordering using the app and skipping the queue to pick up their order, ready at the counter. 

Most of the items that Starbucks® offers, from food items and select At-Home coffee and tea, are available for purchase through the Mobile Order & Pay app, with the Order section of the app containing a menu that lists all available offerings at participating stores. The app also allows customers to customise their beverages just the way they like and choose how their items are served, similar to in-person interactions.

Starbucks® e-Gifts can also be sent through the app, with the option for members to browse through the online store for the latest merchandise offerings that include Starbucks® cards, F&B vouchers, and brand merchandise such as tumblers and mugs. These are all purchasable directly from the Online Store through the app.

The app also features Starbucks® Delivers, where customers can order their favourite drinks and more from the comforts of their homes and have them delivered straight to their doorsteps. Payment made directly through the app also allows members to earn Stars and redeem rewards from the accumulated Stars. 

Connecting with customers through meaningful touchpoints on offline and online channels has always been the brand’s goal in delivering a unique Starbucks Experience. With the development of the Starbucks® App and Mobile Order & Pay, the company is able to improve the efficiency of baristas while providing faster and seamless transactions for their customers, without compromising on its customisability, food and beverage offerings, and gifts that are available in stores.

Looking towards the future, Starbucks® states that they are investing in various technologies that will be able to meet the evolving needs and wants of their target market, focusing more on bringing convenience that meets the habits and taste profiles of Singaporeans. By embarking on a digitalisation effort, the company has also pivoted into investing in sustainability, supported by the development and capabilities of their mobile application.

The SBR Technology Excellence Awards is presented by Singapore Business Review Magazine. To view the full list of winners, click here. If you want to join the 2024 awards programme and be acclaimed for your company's outstanding contributions in pursuit of technological innovation, please contact Jane Patiag at [email protected].