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Starbucks begins preordering rollout

Starbucks today begins the rollout of a preorder-and-pay system that aims to eliminate wait times at stores and push more orders through the units at peak times.

The Mobile Order & Pay service will be introduced starting today in Portland, Ore., with a rollout to the rest of the system next year, the chain announced.

"Of all the new traffic-driving initiatives for the company, Mobile Order & Pay is at the top of that list and we are confident that it will be game-changing for our customers and our business," said Adam Brotman, Starbucks chief digital officer. 

Starbucks did not reveal how delivery will factor into the set-up, though some analysts are speculating that the Uber car-sharing service will provide that service as a Phase II option.

Starbucks stressed that “just as in stores, beverages are customizable, including the option to modify size, number of espresso shots, dairy selections and more.”

The chain had not revealed until today that customers will be given the approximate wait time before they place an order.

Speeding service has been set by the brand as a high priority. It revealed several months ago that special grab-and-go express units will be tested as part of that effort.

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