Mobile terminal is the future development direction of coffee industry.

Follow the caf é (Wechat official account vdailycom) and found that Beautiful Cafe opened a small shop of its own.

If Starbucks decides to do something, it will persevere and take it to the extreme.

Since 2015, Starbucks has launched a mobile payment service that allows customers to order, pay and pick up goods from nearby stores through mobile software. Once launched, the service has received a warm response from the majority of consumers, and now more and more customers are using mobile phones to order and pay, even endangering the operating performance of brick-and-mortar stores. this explains why the operating performance of Starbucks stores declined for a short period of time last quarter. Jeremy Scott, an analyst from Mizuho, said that the market should not worry too much, this is the inevitable consequence of the implementation of mobile payment services, Starbucks must have a way to solve this problem.

According to data released by the company, the proportion of mobile payments reached 7% last quarter. According to an analysis by Scott in June this year, the proportion of mobile payments made by Starbucks customers will exceed 25% at its peak, and the number of electronic orders received by Starbucks stores this year "almost doubled" compared with the same period last year.

The high frequency of electronic orders led to overcrowding at Starbucks stores at peak times. According to Scott, 4 per cent of customers decided to give up the queue when they saw the long queue in front of the store. To this end, Starbucks must increase the number of stores with electronic pick-up points, eat-in meals and electronic meals must be handled separately, or at least hire one more barista to specialize in electronic orders.

Although it caused a lot of trouble, Scott thought it was all worth it. Through mobile payment services, Starbucks can get more information about customers, understand their daily habits and their likes and dislikes of coffee, which gives the company more resources to more accurately and effectively predict customers' consumption locations and demands. to increase the supply capacity of some stores on demand. In addition, "mobile phone ordering and payment can boost meal sales," and customers can buy an extra piece of croissant by clicking on their mobile phone. You know, last quarter, Starbucks' meal sales accounted for 21% of total sales, an unprecedented proportion.

Thus it can be seen that the mobile terminal ordering and payment service led by Starbucks will become the major trend of the future development of the coffee shop industry.

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