Starbucks (NASDAQ:SBUX) plans to extend its order ahead mobile program to all customers across the United States over the next year. The company also announced it would push more food offerings and introduce delivery by late 2015.
"Delivery is one of our most requested ideas," Adam Brotman, chief digital officer at Starbucks, said at the company's investor day, reported the Associated Press.
New ways to order and increased food options are part of the company's overall strategy to raise profits. Thus far, the push has been paying off in that Starbucks reported that breakfast sales have gone up 30 percent. The coffee retailer's share of the lunch market is still only around 2 percent, leaving a lot of room for growth.
Another push will be making beer and wine available at 25 percent of its U.S. stores in the next five years. And it will expand its small dinner plates options, such as chicken skewers, after 4 p.m. that are already available in some markets.
Brotman said that mobile ordering will grow in importance as the food options widen and, therefore, lines get longer. In addition, the mobile app will offer customers suggestions on other items to purchase.
Portland, Oregon, is the first market to test out the mobile ordering app.
In the last year, sales in the company's flagship region of the Americas rose by 6 percent, down from a 7 percent growth the year before.
-See this Associated Press article
Starbucks expanding La Boulange Bakery
Starbucks' first Teavana store pricey
Starbucks' sales hit record-high but growth slows
Starbucks to roll out Its $450 metal gift cards
Starbucks reports higher Q4 profit while 2014 forecast falls short