Starbucks (NASDAQ:SBUX) is adding video screens to 2,400 of its drive-thru locations in the United States. The new ordering system is a strategic move in upgrading the retailer's interaction with consumers.
The screens will be added over the course of the next year, Bloomberg reported. First tested in Seattle, the screens show the barista's face, items ordered and the cost.
"It's about that customer-barista connection," Haley Drage, a Starbucks spokesperson, told Bloomberg.
The move is yet another push in the way of technology. Many restaurant chains are introducing more high-tech means for consumers to interact with menus, order food, or even pay for purchases, using everything from apps to touch screens.
Starbucks now offers mobile ordering in all U.S. and Canada stores, and 150 U.K. locations as of Oct. 1. Currently, mobile phone payments are about 20 percent of Starbucks' transactions in the United States.
The customer experience, high on Starbucks list of priorities, has helped to contributed to the chain's growth. Revenue has increased by more than 10 percent each year for the past three years.
-See this Bloomberg article
Starbucks launches Mobile Order & Pay in the UK
Starbucks' loyalty stars may be new mobile currency
Starbucks to pilot 'Green Apron' delivery
Starbucks expanding food options, mobile ordering
Starbucks to test order-ahead app in Portland