The Future of Coffee Ordering: Is a Smartphone-Driven System Feasible?

Consumers' reliance on smartphones continues to grow, from making reservations to streaming services. But would they use a smartphone to both order and pay for a simple cup of coffee? The answer appears to be complicated, with pros and cons that need to be considered.

The Hesitation Behind Smartphones and Coffee

Many argue that sliding past a coffee shop counter and merely asking for a hot coffee through an oral request is far more convenient than navigating a phone screen. Jack in the Box has found some success with kiosks, and while these systems can be efficient, they don't quite match the ease of familiar payment methods like chip and PIN.

Efficiency and Convenience

From a restaurant chain's perspective, the idea of using a smartphone to order and pay may seem like a way to streamline processes. Speed and convenience are key in today's fast-paced society. For example, Jack in the Box uses kiosks in conjunction with the counter, demonstrating that digital systems can be integrated into traditional settings.

Drawbacks and Challenges

While these systems can be efficient, there are significant challenges. One major downside is the decrease in impulse buying opportunities. If customers have to confirm their order and card details, they may be less likely to splurge on additional items. Additionally, busy coffee shops might struggle to handle incoming online orders in a streamlined manner.

The most challenging aspect might be identification. How will the assistant know that the order belongs to the customer? The customer would need to validate their identity, negating the point of a convenient ordering process. Moreover, there are scenarios where the presence of the human touch and serendipity are essential; coffee shops might be one of them.

Innovative Solutions and Feasibility

Despite these challenges, if the phone-based ordering and payment system can offer additional benefits, it may still be worth implementing. Current ordering and payment methods are already painless, so a new system would need to add something meaningful, such as loyalty schemes, free trials, or targeted discounts.

A seamless loyalty program could be a powerful incentive. Examples of existing systems, such as card-stamping or manual tracking, can often be inefficient compared to digital loyalty schemes. Starbucks, Gloria Jean's, and Costa Coffee are among the larger chains that have successfully integrated digital loyalty programs, which have driven customer engagement and sales.

Conclusion

The implementation of smartphone-driven ordering and payment systems in coffee shops is not without its challenges. However, with the right features and incentives, it can indeed enhance the customer experience. Businesses like Jack in the Box have shown that kiosks can improve efficiency, and with the right technological approach, the convenience of digital systems can be matched with the personal touch of human service.