When 7 Brew opened a few miles down the road from our home, my son and I were there on opening day. He’s a fan of their “Fizz” sodas, while I enjoy the “Sweet and Salty,” a coffee drink made with espresso, salted caramel, white chocolate, and a breve (half-and-half) base.
That, however, is a very decadent drink, and not something I can order all that often. 7 Brew, however, only has its stock menu online, and while it offers a number of seasonal specials, you can only see those on the various signboards posted as you get close to the store.
In many cases, however, one of the chain’s drive-through workers comes to take my order before I can even see what the specials might be. When that happens, I’m forced to order something from the standard menu, and may come to regret that choice once I get close enough to see what the seasonal offerings are.
And, since there’s no walk-up window, only a drive-through, there’s no easy way to know what to order because 7 Brew does not have an app. That’s something the chain will fix on August 12 as it launches its new mobile app.
7 Brew launching an app
I visit Starbucks nearly every day and order via the app almost every time. That’s because the app allows you to customize your drink in any way you want. It’s challenging to walk up to the counter and order a skim, half-caf, caramel latte with extra foam, and who knows how many other changes.
In the app, you can create exactly the drink you want. You can also see what the seasonal specials are and view the entire menu. That’s important because Starbucks’ in-store menu boards do not show everything you can order.
The app also allows me to pre-order so I can walk in and have my drink ready, and it’s great for days I don’t feel like talking to another human being.
Those are all things 7 Brew customers will be able to do in a few days when the chain releases its app on August 12.
7 Brew’s new app will allow guests to order in advance, easily explore, discover, and customize drinks, track reward points, and save and share favorite recipes with friends.
“The additional app benefits of rapid reordering, finding nearby stands, and picking from some of the favorite ‘secret’ menu items are all focused on making the experience more personal and convenient for long-time brand fans and first-time visitors,” the company shared in a press release.
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The company also pledged that drinks would still be made-to-order as customers approach the pick-up point.
“Every app order is also prepared fresh upon arrival at the stand, ensuring guests enjoy their favorite drink exactly at intended peak freshness.”
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Starbucks’ app has driven sales
Starbucks CEO Brian Niccol wants to build the company’s reputation for serving customers, and he has very bold goals.
“We’re reclaiming it, one customer, one cup, one coffee house at a time, and we’re on our way to becoming the world’s greatest customer service company,” he said during the chain’s third-quarter earnings call.
The coffee giant’s app is central to its loyalty program, which Starbucks is using to drive repeat visits.
“Starbucks Rewards is reinforcing the daily ritual and building more connection with customers. We now have 35.8 million 90-day active members in the U.S. It’s only been 4 months since we launched our new program, and we’re already seeing members leveling up from Green to Gold and Gold to Reserve,” he said.
Capturing customers via the app allows the chain to deliver same-day specials and drive repeat visits.
“The program also gives us more ways to directly engage with customers and turn a visit into a routine. Free Mod Monday is a great example. One in 3 members who tried a new modification through this benefit reordered it in subsequent weeks,” he added.
The app can also improve the in-store experience by moving some orders ahead of the traditional line.
“From one perspective, it is a virtual extension of the line in the store so more customers have access to the store so more sales can be made,” Thad Peterson, senior analyst at Aite Group, Atlanta, told Retail Dive. “It is also a great time and hassle saver for the customer, and since Starbucks is often an everyday spend item, it can be easily built into the customer’s daily rituals.”
Apps do more than help customers
In addition to allowing for custom and advance ordering, the Starbucks app helps the company gather data on its customers.
“Data and speed. The point of the app is to get all that customer data,” RTM Nexus CEO Domick Miserandino told TheStreet.
He also sees significant benefits in improving the customer experience.
“When you have something like 7 Brew, you could have so many different combinations being able to customize on the fly, place that order, you’re just cutting down the line, ” he added. “They will be expediting getting those coffee orders out, because now it just goes straight to the pickup.”
7 Brew sees it much the same way.
“We have created a mobile ordering app that is intended to be as personal and fun as the experience at our stands,” said CMO Nick Chavez. “It unlocks our secret menu for the first time, putting the power to customize and build over 20,000 possible drink combinations directly in the hands of our guests.”
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