Starbucks Achieves 700 Million Cumulative Orders Through 'Siren Order'

Launched Globally by Starbucks Korea in May 2014
Now Used by 4 Out of 10 Customers as a Mainstream Mobile Ordering Service

Starbucks Korea announced on January 19 that cumulative orders placed through its mobile ordering service, Siren Order, which was first launched globally by Starbucks Korea, have surpassed 700 million.

Siren Order is a mobile ordering service operated by Starbucks Korea since May 2014, and it has become a mainstream ordering method, now used by 4 out of every 10 Starbucks customers in Korea. Currently, about 40% of all orders at Starbucks Korea are placed through Siren Order, the highest usage rate among the 14 Asia-Pacific markets where Starbucks operates, including Korea, Singapore, Hong Kong, Australia, and New Zealand. This figure is approximately 1.5 times higher than the average Siren Order usage rate in these countries.

According to Starbucks’ analysis of Siren Order usage by age group over the past five years (2021-2025), the proportion of users increased across all age groups in 2025 compared to 2021. Notably, half of customers in their 50s now use Siren Order, highlighting its achievement as an easy and convenient mobile ordering method embraced by all generations.

The company attributed these results to ongoing efforts to enhance convenience. Key initiatives include the introduction of Quick Order, streamlined payment services, and NOW Brewing. Starbucks launched Quick Order in November 2023, displaying recently visited stores and menu items on the app’s home screen to simplify the ordering process for repeat customers. In April 2024, Starbucks introduced easy credit card payments, followed by easy account payments in April 2025, both of which were well received for their payment convenience and ease of budgeting.

Additionally, offering a variety of customer benefits through Siren Order has contributed to its success. Starbucks continuously holds related events to expand the Siren Order experience and provide additional perks, such as extra star accumulation and free beverage coupons. Accumulated stars can be redeemed through the Starbucks Rewards program for beverage size upgrades, free beverage coupons, food vouchers, and merchandise vouchers.

From today through January 25, Starbucks is running a week-long double star event. Starbucks Rewards members who place a Siren Order of at least 10,000 won using a registered Starbucks Card or easy account payment will receive twice the usual number of stars for every 10,000 won spent.

Baek Jiwoong, Head of Planning at Starbucks Korea, stated, "Going forward, Starbucks will continue to monitor customer usage patterns through the app, further enhance user-centric convenience, and personalize the Siren Order experience to enrich our customers’ daily lives."