Making Tech Headlines · Page 9
Starbucks Considers a Drive-Thru Menu That Knows Its Regulars
· New York time
Starbucks is exploring personalized digital menus that could recognize participating customers as they arrive at a drive-thru. CEO Brian Niccol described the idea on an earnings call, along with making payment more effortless. The concept is a possibility under exploration, not a system the company has said is already operating at every location. It would give the familiar menu board a more individual role, presenting choices to a customer who has agreed to participate rather than showing every driver precisely the same display. The potential attraction is convenience: a regular customer might reach a decision and pay with less friction. The business attraction is a chance to tailor what appears at the point of purchase. Both depend on customers accepting the recognition involved. A drive-thru has always offered the small drama of choosing quickly while someone waits behind you. Starbucks is considering a menu that joins the conversation before you have even asked for coffee.
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