Prepay to Recharge... Pre-order Desired Drinks
No Need to Wait in Long Store Lines, Convenient
Order Food and Coffee Beans According to Real-time Inventory
Doubled in 2 Years After Surpassing 200 Million Transactions in 2021
Starbucks Korea's cumulative number of orders through the 'Siren Order' service, introduced in 2014, has surpassed 400 million.
According to Starbucks on the 7th, the total number of orders placed through Siren Order at over 1,800 Starbucks stores nationwide has exceeded 400 million over the past nine years.
Launched in May 2014, Siren Order began gaining popularity after surpassing 10 million cumulative orders in October 2016. It then exceeded 30 million orders in October 2017, 50 million in July 2018, and 70 million in April 2019. In May 2021, it surpassed 200 million orders, and within just two years, it reached 400 million.
Siren Order is a system where customers pre-load money and can order their desired drinks in advance. It offers convenience by allowing customers to place orders and make payments before visiting the store, eliminating the need to wait in long lines on-site.
In fact, after selecting a nearby store and placing an order, customers can check the preparation progress and order sequence in real time. Once the order is received, messages such as "Confirming your order" and "Preparing the 8th menu item" are displayed along with the production process. When the preparation is complete, the store’s barista sends a notification to the customer to inform them that the order is ready.
Cumulative number of uses by year since the launch of Starbucks' Siren Order. [Data provided by Starbucks]
The reason Starbucks introduced Siren Order was that the U.S. headquarters established a management principle banning the use of vibrating buzzers inside stores. When a drink is ready, partners (employees) or baristas verbally call out the customer's order number to pick up the product. However, it was difficult for partners when the store was noisy or customers wore masks, requiring them to call out loudly multiple times. Siren Order was the solution, effectively serving as a ‘contactless service’ that functions as a notification bell.
A Starbucks representative said, "Siren Order is increasingly loved by customers because it allows immediate ordering through the mobile application (app) without needing to wait in the store, and offers many convenient features such as ‘personal options’ and payment ease. Reflecting customers’ requests to easily order with to-go bags not only at Reserve and drive-thru stores but also nationwide, we plan to continue expanding Siren Order to accept to-go bag orders at all stores."
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