Changes Are Coming to Starbucks Mobile Ordering — Here’s What You Need To Know

Changes are ahead for Starbucks‘ mobile customers.

Starbucks is changing its mobile ordering system to speed up service. The chain confirmed to Bloomberg that it has reduced the maximum number of items online customers can order — from 15 to 12. The company revealed that these changes were implemented to improve the customer experience, reduce wait times, and ease barista workload.

Bloomberg also reported that Starbucks “removed the ability to add a splash of milk or lemonade to a classic Refresher, because there are already beverages on the menu that include those modifications. Also gone is the option to order a caffè americano without water. The 12-ounce version of that beverage — a doppio, or two shots of espresso — is already offered as a menu item.”

These changes serve as CEO Brian Niccol’s goal to streamline both the ordering process and the work environment for the chain. Complex, highly customized orders can overwhelm baristas, causing delays that frustrate customers and have played a role in declining sales.

View this post on Instagram

A post shared by Starbucks (@starbucks)

CEO Brian Niccol Continues To Implement Changes To Heighten Starbucks’ Customer Experience

In September, Niccol began implementing a series of changes in a program called “Back to Starbucks” in an effort to heighten customers’ overall experience when they enter their local establishments. These changes were the first of the new rollouts that continue to affect consumers.

In a message to customers, Niccol said at the time, “We’re committed to elevating the in-store experience — ensuring our spaces reflect the sights, smells and sounds that define Starbucks. Our stores will be inviting places to linger, with comfortable seating, thoughtful design, and a clear distinction between ‘to-go’ and ‘for-here’ service.”

He added that the company would invest in technology to support the customer experience, improve its supply chain, and evolve not only the Starbucks app but also its mobile ordering platform. Nicool’s goal was to remind customers of the company’s “coffee expertise” and the importance of its stores in the communities it serves.

Niccol promises the company will continue to serve a fine product and remain a place where customers can connect and have a moment of respite from a busy day.