SEATTLE (dpa-AFX) - Starbucks Coffee Co. (SBUX) Thursday unveiled several initiatives ahead of the coming holiday season.
This holiday season, Starbucks is launching a unique opportunity for a select number of customers to win 'Starbucks for Life' by swiping their Starbucks Card or paying with their mobile device.
The company will introduce Mobile Order and Pay in stores within the Portland area before the end of the calendar year. This will enable customers to place orders in advance of their visit and pick them up at their selected Starbucks location.
According to the company, Mobile ordering will deliver convenience, frequency and speed of service. Over time, it is expected to become the fastest and easiest way for customers to order, pay and pick up their purchases.
Starbucks is planning the launch of Mobile Order and Pay in 2015 across the U.S.
Starbucks has also created compelling value and benefits within its loyalty program for its customers using mobile devices.
Starbucks said its loyalty program, My Starbucks Rewards, would deliver more meaningful, relevant and personal rewards to its customers.
Benefits include access to special events such as the upcoming Holiday Share Event, sneak previews of new products and promotions and additional opportunities to earn and redeem rewards across the Starbucks family of brands.
On December 5, Starbucks will open the first-of-its-kind interactive Starbucks Reserve Roastery and Tasting Room. This is dedicated to roasting, coffee education and increased availability of their fast-growing small-lot Starbucks Reserve coffees.
The consolidation of small-batch roasting will allow the company to expand its Starbucks Reserve coffee line to 1,500 locations globally as well as open over 100 stores designed to highlight these rare coffees exclusively.
Meanwhile, reports indicated a pay rise for all Baristas and shift managers. Also, starting October 20, the company will allow untucked shirts, nose studs, colorful scarves and ties, among others.
SBUX closed at $72.64 on Thursday, and slipped 0.14 percent in the extended trade.
Copyright RTT News/dpa-AFX