bake - January 2017 - 12

practical marketing

STARBUCKS

Simplifying the Order
Sometime this year, customers will enjoy the option of talking

New "guest experience leaders" engage with guests and greet

into their Starbucks app to order their morning or afternoon

them from hello to goodbye.

coffee and sweet baked products instead of using their ﬁngers
to type orders on their smartphones.

"Since opening our ﬁrst restaurant in 1967, we've been dedicated to serving Canadians quality food alongside a memorable

Starbucks already offers the largest and most robust mobile

restaurant experience," says Shelly Hansen, western regional

ecosystem of any retailer in the world, with more than 12 mil-

vice president for McDonald's Canada. "We've listened to the

lion Starbucks Rewards members (up 18 percent), 8 million mo-

evolving needs and taste buds of our guests, to design and

bile paying customers (one out of three now use Mobile Order

deliver a modernized dining experience rooted in the personal-

& Pay), and more than $6 billion loaded onto prepaid Starbucks

ization and customization Canadians crave."

Cards in North America during the past year alone.
With these new positions, processes and technology, McDonNow Starbucks will unveil an innovative conversational ordering

ald's and its franchisees are investing between $200,000 and

system, My Starbucks Barista, powered by groundbreaking Ar-

$250,000, and hiring 10 to 15 employees in each of the 140

tiﬁcial Intelligence for the Starbucks Mobile App. Customers will

participating restaurants to create more than 2,000 local jobs.

be able to place their orders via voice command or messaging
interface, delivering unparalleled speed and convenience. The

"Our new experience of the future is all about our guests and

My Starbucks Barista feature will roll out ﬁrst on iOS in limited

what they are looking for - from more traditional menu items to

beta in early 2017 and be made available to more iOS and An-

new customizable offerings," says local McDonald's franchisee

droid users in subsequent releases. 

Andy Bates.

Other leading foodservice operators are simplifying the order
process in other creative manners.
In British Columbia, Canada, McDonald's customers can now order fresh McCafé Bakery offerings, such as French croissants and

STARBUCKS BY THE NUMBERS
* 12 million Starbucks Rewards members

Mini Chocolatines, from digital ordering kiosks inside the store.

* 8 million mobile paying customers

Guests are also treated to table delivery, allowing them to sit

* $6 billion loaded onto prepaid Starbucks Cards
in North America

down and enjoy their drinks while they wait for meal or dessert.

12 < JAN 2017 | bakemag.com

http://www.bakemag.com

bake - January 2017

Table of Contents for the Digital Edition of bake - January 2017

bake - January 2017
Editor's note - Convenience matters
Contents
Management ideas - Managing Your Time
New product success stories - Rainbow Birthday Cake
Technical corner - Bread Baking
Practical marketing - Simplifying the Order
Food safety - Food Safety Compliance
Equipment innovations - A Depositor for Every Need
A calculated risk
Mobile pay & POS
A platform of intent
Chocolate & decorating - Gourmet Accents
Cakes - The Cupcake Experience
Sweet goods - Paczkis that Pack a “Poonch”
Bread - Bread Rising
Foodservice - Wingin' It
Product showcase
Classifieds
Ad Index
Formulation of the month
bake - January 2017 - bake - January 2017
bake - January 2017 - 2
bake - January 2017 - Editor's note - Convenience matters
bake - January 2017 - 4
bake - January 2017 - Contents
bake - January 2017 - Management ideas - Managing Your Time
bake - January 2017 - 7
bake - January 2017 - New product success stories - Rainbow Birthday Cake
bake - January 2017 - 9
bake - January 2017 - Technical corner - Bread Baking
bake - January 2017 - 11
bake - January 2017 - Practical marketing - Simplifying the Order
bake - January 2017 - 13
bake - January 2017 - Food safety - Food Safety Compliance
bake - January 2017 - 15
bake - January 2017 - Equipment innovations - A Depositor for Every Need
bake - January 2017 - 17
bake - January 2017 - A calculated risk
bake - January 2017 - 19
bake - January 2017 - 20
bake - January 2017 - 21
bake - January 2017 - 22
bake - January 2017 - 23
bake - January 2017 - 24
bake - January 2017 - 25
bake - January 2017 - Mobile pay & POS
bake - January 2017 - 27
bake - January 2017 - 28
bake - January 2017 - 29
bake - January 2017 - A platform of intent
bake - January 2017 - 31
bake - January 2017 - Chocolate & decorating - Gourmet Accents
bake - January 2017 - 33
bake - January 2017 - 34
bake - January 2017 - 35
bake - January 2017 - Cakes - The Cupcake Experience
bake - January 2017 - 37
bake - January 2017 - Sweet goods - Paczkis that Pack a “Poonch”
bake - January 2017 - 39
bake - January 2017 - Bread - Bread Rising
bake - January 2017 - 41
bake - January 2017 - Foodservice - Wingin' It
bake - January 2017 - 43
bake - January 2017 - Product showcase
bake - January 2017 - Classifieds
bake - January 2017 - 46
bake - January 2017 - 47
bake - January 2017 - 48
bake - January 2017 - Ad Index
bake - January 2017 - Formulation of the month
bake - January 2017 - 51
bake - January 2017 - 52
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