And here’s the thing – Starbucks introduced the technology to make service more seamless, to make pick-up more convenient.
But a barrage of orders can back up, leaving walk-in customers to pool up at the counter or – worse, from the business perspective – walk away without waiting for their order.
As Business Insider put it, "Starbucks' digital ordering platform has been one of the company's crown jewels."
Mobile orders accounted for 7 percent of the total last quarter – more than twice the share of a year ago. More than a quarter of U.S. customers pay with a mobile device.
You’d think that something that speeded up customer service, that greased the skids for delivery of the product, should be a real bonus for a business. And on one hand, Starbucks now has 1,200 stores where 20 percent of the sales volume is coming from mobile – twice what it was a month ago.
Yet, paradoxically, Starbucks has also seen a decline in customer traffic – partly because of problems with the mobile system, Business Insider reports.
Shares of Starbucks on Wall Street dropped after the company trimmed its forecast for profits.