Last Sunday I participated on a panel at the National Restaurant Show. The panel’s focus was how operators need to adapt to the Grocerant threat in foodservice. Twice I mentioned Starbucks and their utilization of technology. Starbucks (a.k.a. Startech).
The Starbucks technology case studies I shared with the audience Sunday (5/17) were as follows:
· Mobile Ordering/Delivery – In conjunction with the Pacific Northwest launch of their Mobile Ordering and Pay branded app (feature) they will be testing two complimentary delivery systems by partnering with the on-demand delivery service Postmates.
· Gamification – They implemented a social relationship movement for the introduction of their Pumpkin Spice Latte back in the fall of 2014 via a scavenger hunt. Their campaign earned them a first place award for smart social marketing at Forrester Research’s 2015 Groundswell Awards.
On Monday (5/18), Starbucks announced their partnership with Swedish streaming leader Spotify. Select U.S. based baristas (150,000) will be given premium accounts to create playlists for their stores this fall. In return they will promote Spotify’s premium service which is popular among Millennials. The service costs $9.99 per month and will be accessible on Starbucks smartphone app. It will also be integrated with their popular loyalty program.
Startech, smart marketers!