Starbucks embraces new technology chasing the Zoomer audience
The coffee chain will launch a new Web3-based platform
Starbucks is poised to introduce its Web3 effort, incorporating NFTs with a coffee theme. The business unveiled its Web3 plans earlier this year. The management said the NFTs would act as digital collectibles – and unlock access to exclusive content and perks.
Starbucks provides little information regarding the appearance of its initial set of NFTs, the exact functionality they would offer, or even the blockchain it will be based on. The company said their Web3 strategy was still in the works, yet the platform would most likely be multi-chain.
Starbucks appears to be taking a different approach than other businesses which hopped on the NFT bandwagon. The coffee chain has focused on how the new tech would align with their overall corporate strategies. Adam Brotman, the creator of the Starbucks app and the company’s Mobile Order & Pay system, was invited to assist as a special advisor on the project.
In terms of technological advancements, Starbucks’ Mobile Order & Pay has been one of its greatest triumphs. Even before Apple Pay became widely used, the corporation was one of the first to offer the idea of a digital wallet. There has been an increased number of mobile orders – and mobile payments – with Starbucks. Mobile orders, delivery and drive through purchases made up 72% of Starbucks’ US sales in the last quarter.
