Name: Starbucks CEO says Company is Testing New Feature for Scheduling Orders
Uploaded: 2025-12-09T19:00:00Z
Duration: 1 min 35 s
Description: Starbucks CEO Brian Niccol discusses a new feature the company is testing for customers who schedule mobile orders in advance, ensuring the order is ready at the precise time of pickup.

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Starbucks CEO Brian Niccol discusses a new feature the company is testing for customers who schedule mobile orders in advance, ensuring the order is ready at the precise time of pickup. Photo: WSJ Leadership Institute

https://m.wsj.net/video/20251209/2ca06736-9b23-43c8-8962-88fa4c7c968c/1/hls/manifest-hd-wifi.m3u8

Starbucks CEO Brian Niccol discusses a new feature the company is testing for customers who schedule mobile orders in advance, ensuring the order is ready at the precise time of pickup.

Starbucks CEO says Company is Testing New Feature for Scheduling Orders

One thing I've learned over the last year is, our espresso is really the thing that we have to organize so that, if you're ordering in mobile or you're ordering in cafe, we can sequence those orders correctly so that we're on time for the mobile order, and then we're also timely for the customer that's in cafe, and you can do both of those things. We call it our Smart Queue technology, which literally is just sequencing orders so that our baristas are set up to be successful. The other thing we're testing right now, too, is allowing you to schedule your order, so if you know you want your coffee at 5:30 AM, ideally, it takes out some of the unexpectedness if you can basically pre-order that 5:30 AM coffee, 'cause now we can already queue the orders.

You just feed it into the queue at the appropriate time to make sure it's right.

Right, so then the ticket comes out, and then the barista, it doesn't matter to them whether they're doing a mobile order or a cafe order. What matters, though, for the customer is, the mobile order expectation is, you gotta be on time and accurate. The in cafe customer, they want a little bit more connection, and then they also want to know that you're going to be on time.

And what's the breakdown between the I want convenience customer and the I want community customer, and is it changing?

It's changing, so the way to think about it is, 40% of the business is drive-through, 30% is mobile, and then another 30% is cafe.

So 70% are there to get their coffee and move on, and is that growing?

Correct, but remember, 60% are coming into the store, because the mobile order pickup customer comes into the cafe, and that's why I think it's so important for you to have that experience when you come into the cafe.

The WSJ Leadership Institute Presents: Leaders. A new podcast series bringing you revealing conversations with top executives shaping business today. Hosted by Alan Murray, president of the WSJ Leadership Institute, the series goes beyond headlines to explore how leadership really works in times of upheaval, transformation, and uncertainty. Our first episode was released Monday, Sept. 22, at 5:00 a.m. ET, with new episodes every other Monday.