Howard Schultz

Of course. All right.

Of course. All right.

So while we're in technology land then... I think today 33% of Starbucks orders are done with mobile order and pay. So obviously this huge pillar of Starbucks as it exists in our world How did that start?

So while we're in technology land then... I think today 33% of Starbucks orders are done with mobile order and pay. So obviously this huge pillar of Starbucks as it exists in our world How did that start?

So you're talking to a non-tech person. So I'm not focused on anything other than the customer experience. Adam Brotman, to his credit, along with Steven Gillette, who was at Starbucks very shortly, came to us with the idea of building a mobile app. I didn't even know what it was. Honestly, we're in the meeting, I'm trying to figure out what are you actually talking about?

So you're talking to a non-tech person. So I'm not focused on anything other than the customer experience. Adam Brotman, to his credit, along with Steven Gillette, who was at Starbucks very shortly, came to us with the idea of building a mobile app. I didn't even know what it was. Honestly, we're in the meeting, I'm trying to figure out what are you actually talking about?

How are they gonna do that?

How are they gonna do that?

they created. And apps at this point, I mean, if it came out in 2009, which was the first version, the iOS SDK came out in summer 2008. So it's like, you know, you're one of the very, if they're having this idea and bringing it to you, it's like months after apps exist.

they created. And apps at this point, I mean, if it came out in 2009, which was the first version, the iOS SDK came out in summer 2008. So it's like, you know, you're one of the very, if they're having this idea and bringing it to you, it's like months after apps exist.

Well, they get complete credit for assembling the pieces of all this, convincing us to fund it, And we were off and running. I don't think any of us, honestly, for myself, really knew what they were actually going to create. They explained it to us, but I didn't really, I didn't get it until I saw it. And then, holy shit. Overnight, it was just an unbelievable new vehicle.

Well, they get complete credit for assembling the pieces of all this, convincing us to fund it, And we were off and running. I don't think any of us, honestly, for myself, really knew what they were actually going to create. They explained it to us, but I didn't really, I didn't get it until I saw it. And then, holy shit. Overnight, it was just an unbelievable new vehicle.

Now, if we fast forward, I don't know if you want to do that here, on what it's become. Yeah. It is the biggest Achilles heel for Starbucks. Really? And it's not even a close second. And so the mobile app created unbelievable convenience for our customers. But remember, we are an experiential brand. And so as this thing was growing,

Now, if we fast forward, I don't know if you want to do that here, on what it's become. Yeah. It is the biggest Achilles heel for Starbucks. Really? And it's not even a close second. And so the mobile app created unbelievable convenience for our customers. But remember, we are an experiential brand. And so as this thing was growing,

There was never an opportunity because it became so seductive for the company.

There was never an opportunity because it became so seductive for the company.

All that is true, but it was beginning to deteriorate at a rapid rate, the third place experience and the sense of community. And then it became, it overflowed to the point where it disproportionately created an environment in our stores where the mobile app became the primary vehicle. as well as the primary vehicle for dissatisfaction because people couldn't get their drink on time.

All that is true, but it was beginning to deteriorate at a rapid rate, the third place experience and the sense of community. And then it became, it overflowed to the point where it disproportionately created an environment in our stores where the mobile app became the primary vehicle. as well as the primary vehicle for dissatisfaction because people couldn't get their drink on time.

People were confused whether that was their drink, a lot of anxiety. And the thing I remember the most is that we were in Chicago at 8 a.m. because people wanted to show me the problem. And so everyone is getting off the loop, the train at 8 a.m. and everyone who ordered on their app, it says the same thing. Your drink's gonna be ready in seven minutes.

People were confused whether that was their drink, a lot of anxiety. And the thing I remember the most is that we were in Chicago at 8 a.m. because people wanted to show me the problem. And so everyone is getting off the loop, the train at 8 a.m. and everyone who ordered on their app, it says the same thing. Your drink's gonna be ready in seven minutes.