No Foam: Starbucks Dominates

NEW YORK (TheStreet) -- It's instructive to study what Starbucks (SBUX) has already accomplished as a player not only in retail, but the broad tech space. This exercise makes it easier to have confidence in the efficacy of its future (secret) plans in mobile and digital.

The following figures come from Starbucks' Q1 FY14 Webcast:

  • 2 million new Starbucks card activations per day and $1.4 billion of Starbucks card loads globally in Q1.
  • 10 million customers actively using the Starbucks mobile payment app.
  • 5 million mobile transactions taking place in Starbucks stores each week.
  • Mobile and Starbucks card payments represent over 30% of total U.S. payment.
Mind blowing. 
And I think once again the Starbucks card platform and the Starbucks mobile card -- mobile transaction platform is still in its nascent stage. And we believe there is an opportunity to extend that value to our customers in ways that we have not yet shared with you.
--Howard Schultz

That's the key -- "that we have not yet shared with you."

I keep an open line with Adam Brotman, Starbucks' Chief Digital Officer. While we have fantastic and informative conversations, he keeps a pretty tight lip on the future innovation we'll see on Starbucks' mobile and digital platforms. 

But I can tell you this -- what Starbucks is doing from a tech standpoint is in the early innings. The way Brotman and his team intend to further personalize the Starbucks experience will, at least I reckon, blow your mind even more than it's already blown. There's so much I can tell he's just not at liberty to say. I feel confident using Brotman and his team's past performance as a primary reason to have confidence in their future results. 

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