This article in Restaurant Business investigates the impact that remote ordering via an app is having on Starbucks stores. Ordering remotely has doubled in the last year to become 7% of their sales. But apparently stores are being “throttled” by having too many orders flow in simultaneously. This results in staff preparing orders for customer that are not yet in the store, thereby slowing down service for those that are. Starbucks CEO thinks this is a good problem to have. Really? Customers reneging is usually a bad sign.
PS If you’re not sure what reneging means see page 206 of our book.