Starbucks doesn't just sell coffee to a cell phone.

Starbucks is about to support customers with mobile apps to order coffee, and the company's plan does not stop there, according to technology blog Re/code, which also wants to extend its own applications to other stores in the area of payments and points sharing.

The coffee giant revealed in March that 14% of its U.S. stores ' consumption was paid for through its application.

Adam Brotman, chief digital officer at Starbucks, said the company would start Adam Blottmann in a pilot market later this year to allow customers to take their orders to the store via Starbucks. This should not be seen as an experiment, he clarified. Starbucks is determined to eventually push the technology across the U.S., no matter how long it takes.

"We are determined to do it, and we are determined to do it well." Blottmann said in an interview with Re/code.

More and more American consumers are using mobile apps to order product services. Uber, Lyft and other taxi services swept across the United States, and restaurants such as Chipotle restaurant chain of early-ordering service is also popular. Applications from companies such as GrubHub, Tapingo and square support people ordering food and beverages from restaurants. Purchases made through a credit card or debit card at a Starbucks store are via Square's payment platform, and Starbucks ' proprietary trading is not.

As the momentum of mobile subscriptions grew, Starbucks apparently did not want to remain silent. Blottmann revealed that customers have been asking for ordering services since a few years ago, but Starbucks has not until recently felt that its technology and store operations are enough to get involved in the field. The Company believes that, if done properly, the feature will increase the loyalty of existing customers so that they do not have to wait a long time to get their coffee during rush hours.

There is also a clear risk. A bad experience-ordering coffee is not ready or too long-is enough to leave a bad impression on the customer.

The coffee that Starbucks relies on for fame also adds to the difficulty of ordering services. The coffee turns sour when it cools. Starbucks, of course, is well aware of this and has been testing the advance booking process at its Seattle headquarters model store, Blottmann said. The company is also conducting tests to study the time when different beverages become cooler.

"We are trying to study these things in a scientific area. "he said. But he admits that when it comes to the real world, there will be some new problems, so the company is trying to build a better process and plan for the problem.

The team behind the project includes employees from various Starbucks departments operating from the store to the IT department, who meet with Blottmann once a week.

"It's the most cross-functional team I've ever worked with and the most important project I've ever been in." "Blottmann said.

Starbucks is also working with potential partners to pay for its customers to use Starbucks in other stores, he said. The negotiations also included exploring the possibility of extending Starbucks ' integration plans to other companies. The move could involve Starbucks in a digital wallet battle. Blottmann declined to disclose the identity of the Starbucks talks.

Some may question whether Starbucks is sensible to deviate from its core competencies, but Blottmann points out that the company believes that extending Starbucks ' payment systems and points plans beyond its own coffee shop is likely to push up its use and enhance the affinity of the Starbucks brand.

"We want to do the mobile subscription project first, but in the future you may hear more about our involvement in the mobile wallet or the universal integration area." ”