Starbucks Korea is set to officially introduce the ‘Fast Serve’ service, designed to reduce wait times during peak hours, such as mornings and lunch. Starting April 6, approximately 720 stores nationwide will implement ‘Fast Serve,’ which allows customers to receive their beverages more quickly during peak times through the mobile order service ‘Siren Order.’ By ordering eligible drinks via this service, customers can pick them up faster than with a regular order.
The eligible drinks include 10 types, such as brewed coffee and cold brew. There are future plans to expand to include easily consumable food items.
This service model is an improved version of the ‘Now Brewing’ initiative, which has been in testing since 2024. According to Starbucks, during the trial period, 80% of orders were completed within three minutes, reducing wait times during peak hours by an average of 40 seconds.
The user base has also been expanded. Previously limited to Green and Gold Reward members, all Reward members can now use the service. The order process has been simplified, so if conditions are met, ‘Fast Serve’ is automatically applied even without selecting a specific menu when placing a regular Siren Order.
Efficiency has been increased as well. Store operation times are adjusted to peak ordering times, and there’s a wider selection of beverages and sizes. Previously, only the same drink could be ordered, but now up to four different drinks can be ordered at once.
With mobile orders accounting for around 40% of total orders, Starbucks is accelerating the enhancement of digital ordering services, including ‘Fast Serve.’ As of January this year, the cumulative number of orders through Siren Order exceeded 700 million.