Starbucks®, a globally recognized coffee brand, has introduced the Mobile Order & Pay (MO&P) feature on its Singapore Mobile Application to enhance customer experience. This feature allows Starbucks® Rewards members to make all transactions through the app, from placing an order to choosing a pickup method. Starbucks Coffee Singapore received the Digital – Food & Beverage Award at the 2023 SBR Technology Excellence Awards for their efforts in improving customer journeys and experiences. The awards program acknowledges Singapore’s achievements in developing world-class products and services, and Starbucks® Singapore’s MO&P pushes them ahead of 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.

Starbucks® has launched a new app called Starbucks® Delivers, allowing customers to order drinks and other items from their homes and have them delivered to their doorsteps. The app also allows members to earn Stars and redeem rewards. Starbucks® aims to deliver a unique Starbucks experience through meaningful touchpoints on both offline and online channels. The app improves barista efficiency, provides faster transactions, and maintains customization while offering food and beverage offerings. The company is investing in various technologies to meet the evolving needs of its target market, focusing on convenience and sustainability. The digitalization effort is supported by the development and capabilities of the 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 jane@charltonmediamail.com.