Starbucks has announced that since launching the Starbucks Card Mobile app for iPhone, Android and BlackBerry in January of this year, these apps have been responsible for 26m purchases.

Mobile payments were originally available in 6,800 Starbucks locations in the US, as well as 1,000 Target shops, but this has climbed to 10,000 by adding Safeway Starbucks and some stores in Canada. 

Adam Brotman, senior vice president and general manager of Starbucks digital ventures, wouldn’t reveal how many people had downloaded the apps on various platforms, but admitted that it was in the “millions”.

In the first nine weeks after the company initially launched the apps, Starbucks processed 3m mobile payments. But in the past nine weeks, the company doubled this to 6m.

These figures show that Starbucks mobile strategy has been picking up pace of late, following several successful campaigns this year. The Cup Magic augmented reality app clocked up 450,000 'engagement points' since its November release, according to Brotman (in which a point eqautes to a use of the app)app. Over 91% of people thatd ownloaded it actually used it, thought there's no suggestion at the moment of how regularly or long-term this is.

Additionally, Brotman added that $110m had been loaded onto Starbucks cards via mobile this year - which at the moment in just a small portion of the $2.4b overall.

The company's mobile payment strategy is expanding in January 2012 and will roll out to 700 locations in the UK. It doesn’t currently have plans for an application on Windows phones, but Brotman says that the company is watching the development of this OS, as well as the growth of the Kindle Fire for potential areas of expansion.

Starbucks is also planning to update the Starbucks Card Mobile application in the coming weeks across all three existing platforms.

Vikki Chowney

Published 6 December, 2011 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

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Comments (2)


Jay Gould

Starbucks' mobile payments program has been a great success for the company, but is it really all that consumer-friendly? After all, customers can only link their phones to a Starbucks prepaid card and then use the service only at Starbucks stores. What would happen if every retailer took the same approach?

I mean, would we want in the not-too-distant future to be using a separate app for each retailer and provide them personal information over and over again? Wouldn't it be far safer and more convenient to have one or two mobile payments accounts with providers of our choosing and use whatever payment method (credit cards, debit cards bank accounts, etc.) we may feel like? <a href=""></a&gt;

over 6 years ago



It seems 1,8M downloads only for iPhone.
It means that people use it several times after downloading it.!starbucks|Iphone|ANY

over 6 years ago

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