31 January 2017
Starbucks partners with Amazon and launches voice ordering digital system
SEATTLE, WA, USA – Starbucks has announced the launch of voice ordering capabilities within the Starbucks mobile iOS app and the intelligent personal assistant platform, Amazon Alexa.
The initial release allows customers to order coffee ‘on command’ using the My Starbucks Barista feature, integrated into the Starbucks Mobile Order & Pay app for iOS. The app currently accounts for more than 7% of transactions in U.S. company-operated stores.
The messaging interface mimics the in-store interaction with the barista and lets customers speak or text their order and modify their beverage preferences. In conjunction, the company has launched a Starbucks Reorder Skill on the Amazon Alexa platform, allowing customers to order from Starbucks by using their voice.
‘The Starbucks experience is built on the personal connection between our barista and customer, so everything we do in our digital ecosystem must reflect that sensibility,’ said Gerri Martin-Flickinger, Chief Technology Officer for Starbucks. ‘Our team is focused on making sure that Starbucks voice ordering within our app is truly personal and equally important was finding the right partner in Amazon to test and learn from this new capability.’
The beta test of My Starbucks Barista will be available to 1,000 customers in the U.S. Plans for a continued phased rollout will take place throughout summer 2017 and an Android version will be launched later this year.