A technology pilot at multiple U.S. Starbucks locations has shaved two minutes off the average time to make a beverage, reported the Wall Street Journal. The chain plans to expand the pilot to hundreds more stores “as the company seeks to recapture lost sales and improve customer sentiment.”
Starbucks said three-quarters of in-store orders at the test cafes’ busiest times were completed in four minutes or less, nearing its service-time goal while not delaying mobile orders.
“We’ve seen such positive benefits from it that the rollout is happening very quickly,” Starbucks Chief Technology Officer Deb Hall Lefevre said in an interview with the WSJ.
The technology from Empower Delivery is helping to manage order fulfillment, improving speed for in-store and drive-thru customers and ensuring that people who order on the app get their beverages on time, Starbucks said.
According to WSJ, Starbucks is also using the new technology to experiment with scheduling specific pickup times for mobile orders. Lefevre said the new order-sequencing algorithm is “rules based,” following a predetermined “if-then” structure, rather than being powered by artificial intelligence.
Earlier this year, CEO Brian Niccol pledged to reduce the chain’s food and drink options by 30% by this fall. The company also announced plans to lay off 1,100 corporate employees, a move meant to remove corporate layers and duplications and help the coffee company become more focused. “We believe it’s a necessary change to position Starbucks for future success,” Niccol said at the time.