Order at Starbucks from your iPhone without registering as a member: The purpose of introducing “App Clip” and the true value of “Mobile Order & Pay”printing

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Starbucks has fully launched its mobile ordering and paying service, “App Clip.” By simply scanning the app with an iPhone camera, customers can order online without installing an app or registering as a member.

Starbucks’ mobile order and pay now supports “App Clip”

App Clip will begin test operation at five stores in the Roppongi area in February 2024, and will be introduced at approximately 1,000 stores in Tokyo, Kanagawa, Chiba, Saitama, Osaka, and Aichi prefectures from May 22. It is scheduled to be rolled out to approximately 1,900 stores nationwide by July 2024. Mobile Order & Pay has already been introduced in approximately 1,900 stores nationwide.

In this article, we will first explain how to use mobile ordering with App Clip. In the second half, we interviewed Starbucks representatives about mobile ordering and App Clip. The interviewees were Shogo Shimizu, head of the CRM department of the Digital Strategy Division at Starbucks Coffee Japan, and Masami Ito, in charge of App Clip.

Shogo Shimizu (left), head of the CRM department at Starbucks Coffee Japan’s Digital Strategy Division, and Masami Ito

Just scan it with your iPhone camera, no registration required

App Clip is an iOS feature that allows you to use some of the functions of an app without installing the app. In the case of Starbucks, part of the mobile order flow is incorporated into App Clip, so you can order coffee or donuts on your smartphone just by scanning the code in the store.

Mobile ordering using App Clip does not require Starbucks account registration. In addition, since the code is scanned at the store, there is no need to select a store. Payment is made with Apple Pay, so it is smooth. The steps that can be troublesome with mobile ordering have been simplified, making it easy to start using.

When you scan the store code with your iPhone, an App Clip is registered and you are taken to the mobile order screen. Since each store uses a different code, there is no need to select a store.

It’s easy to use. App Clip-enabled stores have a special code posted. Hold it up to the iPhone camera and tap twice to display the order screen.

Special

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The menu loads in about 10 seconds, and you can order anything from classics like a Starbucks latte to seasonal items like a strawberry Frappuccino.

App Clips are stored in your app list for a while.

Once you use an App Clip, it will appear in the list of apps on your iPhone. When you want to use mobile ordering, you can call it up from the list of apps. If you don’t use an App Clip for a while, it will be automatically deleted from your iPhone.

If you use Starbucks’ mobile ordering service without registering as a member, you will not be able to receive the benefits of the Starbucks Rewards membership program. You will also not be eligible for the “One More Coffee” service, which allows you to purchase a second cup of drip coffee (including Cafe Mist) at a special price.

Once you have used an App Clip, it will be added to the iPhone’s app list screen. If you do not use it for a while, it will be automatically deleted.

You can use App Clip codes even if the app is already registered

If you want to continue using the service, install the official Starbucks app from the App Store. Even if you already have the Starbucks app installed, scanning the code in the store will launch the app.

The App Clip is also useful for iPhone users who are already registered as members, as it allows users to skip the process of selecting a store and immediately display the mobile order screen, saving time when using the app.

App Clip is a “mini app that extracts a part of the app’s functionality.” If you already have the Starbucks app installed, Starbucks will open instead of the App Clip.

Mobile ordering makes customization easy

The biggest feature of Mobile Order & Pay is the convenience of being able to order without having to wait in line, but it has other attractive features as well.

Product selection screen

One of these is the flexible customization that Starbucks offers. Customers can flexibly customize their drinks with toppings and milk, but ordering in-store can be difficult or awkward if you’re not used to it.

The app lets you understand complex options and place your order directly from the app, making it easy for even average Starbucks users who don’t know what types of customizations are available and how much they cost to make elaborate customizations.

Supports Starbucks’ unique flexible customization

A more complicated example would be a caramel Frappuccino with extra whipped cream, chocolate chips, an espresso shot, citrus pulp, and almond milk.

In addition, seasonal toppings may be offered in conjunction with the release of seasonal products. For example, in May, you can add “melon pulp topping” (out of stock at the time of writing this article).

You can order food as well as drinks. For donuts, you can choose whether you want them heated or not.

How to use App Clip? We spoke to the person in charge

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